Can augmented reality bring stores to life through play experiences?
Well, officials at Toys“R”Us certainly think so.
Toys“R”Us introduced Play Chaser, which is its new, free-to-play augmented reality (AR) app. On the heels of a 23-store test that saw thousands of children racing monster trucks, peeking into a world of safari animals, playing virtual basketball and more at their local stores earlier this month, Play Chaser has now rolled out to all Toys R Us locations nationwide.
PlayFusion, the creators of Lightseekers (an action adventure role-playing game that fuses AR, physical trading cards, and digital action figures), developed the app. With the help of PlayFusion’s proprietary computer vision technology, the app activates different AR games and play experiences on the screen of a customer’s smartphone or tablet. With the app open, players use their devices to unlock experiences by scanning designated Play Chaser signage featured throughout Toys“R”Us.
Toys“R”Us spokesperson Meghan Sowa talked to Loyalty360 about the release of Play Chaser.
“Our 23-store test was extremely helpful as we continually look to enhance the overall customer experience,” Sowa explained. “We were able to evaluate and improve our training, in-store execution, app performance, and customer education prior to rolling out across all stores. In terms of customer engagement, that will come in time as we collect more behavioral insights with scale.”
Sowa believes the Play Chaser app is quite unique and can help boost the overall customer experience.
“To our knowledge, no other retailer is using augmented reality to bring their stores to life with play experiences,” she said. “By simply using the devices our shoppers are already bringing with them into our stores, they can quickly and easily scan in-store signs to activate interactive 3D experiences and games. We are not, however, stopping with AR. We are going to offer mini-games, exclusive content, and new ways that parents and friends can create memorable moments. In the future, the app will also be tied to the Toys“R”Us loyalty program and web store, delivering even greater value to our shoppers of all ages.”
The first scan point, a front-of-store sign featuring everyone’s favorite giraffe, activates a virtual Geoffrey who pops out of a toy box and welcomes kids to the store, then sends them off on their quest for play. The more than 10 interactive play experiences have something for every child: Fishing in a virtual pond, popping virtual balloons, floating around the store, or caring for a digital baby doll.
“It’s no surprise that customers are loyal to the brands that meaningfully engage them,” Sowa added. This is why we’ve been focused on bringing our stores to life, making them more experiential. That’s where Play Chaser comes in. Shifting from a transactional to experimental mentality is a critical step in moving our business forward. We know content is king with kids (and parents) today. They expect fresh, fun, interactive experiences whether online, watching TV, or shopping–and quickly. With Play Chaser, we can create an environment so compelling that our stores can transform into digital theme parks and destinations for play.”
Sowa said it all ties back to the Toys“R”Us rebranding: Today We Play–which is built around being a leader and motivator in the movement to ensure children have “free play.”
“As champions of play, we want to remind adults that play is critical–it fosters growth, creativity, imagination, and development in our children,” Sowa said.