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Holiday season is fast approaching and that means toys, toys, and more toys…along with the customer experience of buying said toys.
On Wednesday of this week, Toys“R”Us® previewed its holiday season plan for business retail reporters in New York City. Of prime importance is the customer experience, with the reveal of a new rewards program and emphasis on making the shopping experience easier and smoother.
“Our focus at Toys“R”Us for the 2014 holiday season is to make it easy for customers to shop with us both in-store and online,” said Hank Mullany, President, Toys“R”Us, U.S. “At the same time, we will clearly demonstrate our toy category leadership through our broad product assortment, by having hot toys in-stock when customers want them, and leveraging the expertise of our employees in helping gift-givers select the right toy for the child on their list.”
The revamped Rewards“R”Us program will now offer more rewards for its already existing 18 million members, as well as any new members. The program offers members 1 point per dollar spent, and for every $125 spent, Rewards“R”Us members receive $5 in “R”Us Rewards. With increased benefits, loyalty members now can accumulate up to $200 in rewards, get these rewards via email with extended time to redeem rewards, as well as have access to a dedicated website to track their purchases and access savings.
The toy retailer also looked to make it easier for customers to find and buy what they are looking for with the introduction of online layaway, which allows them to make payments in-store or at home and choose how they will receive their purchase.
In terms of the in-store experience, Toys“R”Us will put a priority on making it as easy as possible to navigate the store. To stem any feelings of being overwhelmed, customers will be greeted with a welcome map, and will be guided by brand new signs around the store, with additional merchandise breakdown within each aisle.
Finally, Toys “R” Us said that it aims to offer a large assortment of products including exclusive products, leverage a new marketing campaign to drive messaging, and stand out in the market with expert employees who are passionate about toys and helping customers select the right ones.
This holiday season, it seems, kids aren’t the only ones in for a treat!
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