Babies R Us Integrating New Mobile App Into Omni-channel Experience
By Megan Zielinski, contributing writer
Babies R Us and TC Mobile launched new smartphone app geared towards the well-informed parent. The Babies R Us Catalogue App provides users with in-depth product information. The deployment of the new app is another step toward building onto mobile opportunities for delivering the omni-channel experience.
Once the app is downloaded, users scan over icons marked next to products featured in catalogs with their smartphone, providing users with detailed content, reviews and helpful product videos. “Decisions regarding the well-being of a child are highly involved, so the more information that a retailer can provide to their customers, the better,” says Mohamed Kahlain, Vice President of Shopper Marketing Network, TC Media.
In effort to drive more customers to the Babies R Us webpage, the app connects users to BabiesRUs.com for purchasing options. Other features include a guide to the nearest store with the “Find Store” icon, sending users to the closest location. The app is currently available to users in Canada.
The company networked several loyalty-based mobile apps in 2013, sending promotions, coupons, limited-time savings, and even offered personalized recommendations for gift choices during the holiday season. The apps incorporate games, popular movie advertising and other appealing content to keep users interested.
The chain recently redesigned their webpage based on feedback from customers. In November 2013, the company added user-friendly features including, more engaging content, detailed product videos, social network connections, price-matching, free layaway, event listings, access to weekly specials and live chat with a toy expert. “Our ecommerce websites receive more than 450 million views annually, and we are proud to introduce a new look and enhanced functionalities to improve the shopping experience for our customers,” says Fred Argir, Senior VP, Chief Digital Officer, Toys R Us.
Babies R Us and Toys R Us suffered from weak sales in 2013 — same-store sales declined 5 percent at U.S stores, net sales declined $1 billion, 7.8 percent from the year prior, to $ 12.5 billion. A factor contributing to a decrease in store traffic is the increasing amount of consumers shopping online. As a result, the chain is further expanding and investing in its omni-channel opportunities and improving the connection between commerce and e-commerce.