Toys 'R' Us debuts mobile commerce application in U.K.; company says mobile platform is part of its commitment to omni-channel delivery, giving consumers access to its products at all times, from anywhere

Cindy Allen

NEW YORK , August 8, 2012 (press release) – Neoworks, an award winning e-commerce consultancy and software solutions provider, hybris a global leader in multichannel commerce software and Red Ant digital agency, have worked in close collaboration to develop an mCommerce solution for Britain’s leading retailer of toys; Toys R Us.

Toys R Us was the first national retailer to launch an e-commerce solution in 1996. Currently in the fourth version of the popular website www.toysrus.co.uk, this time underpinned by the hybris B2C Commerce platform, Toys R Us launched an mCommerce solution early in July this year.

Toys ‘R’ Us Head of eCommerce Will White says: ‘We were the first ‘bricks and mortar’ retailer in the UK to go online back in 1996, and since then we’ve made it our business to stay ahead of the curve when it comes to enhancing our customers’ experience with the latest technology. This mobile platform is a fundamental part of our commitment to omni-channel delivery – access to our products and promotions any time, anywhere. Our customers expect – and deserve – nothing less.’

neoworks developed and implemented one solution that gives users a truly top end mobile experience with functionalities such as store stock availability information based on the user’s location, together with new features including QR code driven purchasing.

Rick Hobbs, Director at neoworks said: “Mobile solutions are becoming the centre of a multi-channel commerce strategy, enabling retailers to seamlessly transfer the user from one channel to another. This makes a fully integrated mobile platform an essential element in today’s competitive marketplace.”

Red Ant’s mobile experts developed a clean, clear front-end user experience with a focus on ease of use and a direct, straightforward interface, which encourages interaction and purchase.

Alex Sbardella, Red Ant Head of Mobile said: “The key to mCommerce success is to make sure that everything you do helps the customer achieve a task – look for a product, find a local store, buy something – at Red Ant we’re evangelistic about that. We worked closely with neoworks to deliver a mobile solution which has the customer at its heart – simple to use, with a straight path to products and, ultimately, purchase.”

Toys R Us has built its entire omni-channel functionality on the hybris platform, which provides support for key features including Click and Collect and the Loyalty Scheme.

Ariel Lüdi, CEO at hybris, said: “We have worked closely with neoworks to implement many of the key aspects of the Toys R Us website. The new mobile solution relies on the flexibility of our platform and its ability to support new and innovative developments within the retailer’s omni-channel strategy. We are delighted to be involved with such an exciting and forward looking company, which truly embraces omni-channel.”

About neoworks

neoworks is an award winning e-commerce consultancy and software solutions provider that specialises in the architecture, implementation, integration and support of multichannel platforms globally. Operating since 1997, we build market-leading solutions based on hybris platform using our own development team with an average of over 10 years of experience.
Our clients are brands from retail and manufacturing industries including; Royal Doulton, hybris software, Retail Decisions, and Toys R Us.
http://www.neoworks.com/

About hybris

hybris is a leading vendor of next generation end-to-end multichannel commerce software based on a single platform including managed and hosting services. Its clear vision about the need for consistency, coordination and personalization of information across all channels and throughout all phases of the customer lifecycle has resulted in the development of an integrated, agile solution enabling businesses to communicate and sell across all channels – online and offline - in a consistent and effective way. hybris has 14 offices around the world located in the economic capitals of North/South America, Europe and Asia and supports over 380 global customers. Customers are brands from retail and manufacturing industries, including: Bobcat, Clarks, Coca Cola Beverages, Conrad, Grundfos, Hornbach, Iomega, Kaiser+Kraft, Levi´s, Lufthansa, Migros, Nespresso, Nikon, P&G, Rexel, Timberland and Toys R Us.
www.hybris.com

About Red Ant

Established in 1999, Red Ant has had one clear aim – to provide clients with all the expertise, talent and intelligence they need to engage effectively to their customers through digital.
With a focus on strategy and delivering measurable ROI, Red Ant’s team of in-house experts has a reputation for excellence when it comes to planning, creating and delivering world-class digital campaigns. The names on our client list – Lonely Planet, American Express and a number of other global companies – have exacting standards and will not make compromises when it comes to their brand. They trust us to meet those standards, and the results speak for themselves. http://www.redant.com/

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.