Toys R Us Mobilizes Holiday Shoppers
Starting the weekend of November 21-22, 2009, toy retailer Toys R Us will offer mobile shopping capabilities to consumers. In addition to the mobile informational services offered by an increasing number of retailers, Toys R Us will offer actual transactional capability via mobile device.
Toys R Us will mobile-enable its Toysrus.com e-commerce site so that customers will be able to navigate, select and purchase items the same way they would from a computer browser. As part of its mobile commerce initiative, Toys R Us will launch dedicated applications for the Blackberry and iPhone.
In addition to executing transactions, Toys R Us customers will also be able to use mobile devices to obtain lists of new and top-selling products, locate stores, research customer product reviews and ratings, and check online availability of items out-of-stock in stores. Toys R Us’ mobile commerce launch appears to be well-timed, as Deloitte research indicates 19% of U.S. consumers, and 39% of U.S. consumers ages 18-29, plan to use mobile devices to aid their holiday shopping this year.
At least two other retailers have released iPhone applications with full transactional capabilities in recent months. Since August 2009, interactive direct retailer HSN has made its retail programming available on mobile device. The HSN Shop App allows customers to remotely browse and shop its full assortment of 35,000 products. HSN Shop App provides mobile access to HSN’s standard television and online content, including a seamless transactional experience which allows the user to call HSN directly or use the device’s browser to purchase an item.
In addition, fast food retailer Burger King launched an iPhone application in May 2009 that allows customers to automatically place orders for in-store pickup.
However, most other retailers with applications for iPhones and other smartphone devices only offer informational features such as store locators and promotional content. Providing direct mobile access to its e-commerce site, with full transactional capability, is a major step forward. Toys R Us is not the first retailer to offer this kind of functionality – Amazon.com is one example of a retailer which already offers direct mobile access to its e-commerce site. But considering the increasing mobile-connected lifestyles of U.S. consumers, it’s a safe bet that Toys R Us will not be the last.