Black Friday made easy at Toys "R" Us

Toys "R" Us Inc. on Friday announced an array of holiday marketing initiatives along with the news that its stores will open at 5 p.m. on Thanksgiving Day Thursday, Nov. 27, the same time as 2013, and will remain open through 11 p.m. on Friday, Nov. 28, offering doorbusters and deals.

For the holiday season, Toys "R" Us will introduce a range of in-store and digital services that include digital store-specific maps, as well as physical versions. Customers can use their smartphone to scan a QR code on a navigational store layout sign at the entrance to access a mobile-optimized map, allowing them to search for products by name and pinpoint their in-aisle location. From Monday, Nov. 24 until Monday, Dec. 1, customers can utilize the digital store navigation to find specific Thanksgiving weekend deals, discounts and doorbusters.

In addition, in-store associates known as “G.P.S.” (Gurus for Play Stuff) will provide advice and assistance to shoppers beginning on Thanksgiving, and on Fridays, Saturdays and Sundays for the remainder of the holiday season during peak traffic periods. Toys "R" Us also offers improved, easy-to-read overhead banners and directional signage throughout aisles.

Toys "R" Us stores will also feature a new Express Lane for purchases of two items or less. Other enhancements include technology that allows employees to identify shoppers with jam-packed carts, scan all the items in their order while waiting in line and provide them with a barcode to present to the cashier for a single-swipe checkout.