Multi-channel enhancements play out at TRU

WAYNE, N.J. — Toys"R"Us, which continues to implement its store integration strategy, has announced that it has improved its e-commerce, mobile and in-store shopping experience.

Part of its multi-channel improvement effort, the company has enhanced its "buy online, pick up in store" program by giving shoppers theability to designate an alternate person to pick up their order through "family and friends pick Up."

"Our omnichannel offerings allow us to leverage the strengths of our store and online businesses to create a seamless shopping experience for our customers, so they can shop with us whenever and however they want," said Jerry Storch, chairman and CEO of Toys"R"Us Inc. "Our e-commerce growth, which has been particularly strong, will continue to benefit from these new capabilities. This is the time of year when parents are looking to Toys"R"Us to find that must-have item on their child's wish list, and our new omnichannel offerings will help advance customer service and satisfaction during the upcoming holiday season."

According to the company, e-commerce fulfillment will be improved thanks to the addition of the recently opened distribution center in McCarran, Nev., dedicated solely to the fulfillment of online orders. To provide additional support to Toysrus.com and Babiesrus.com, this fall the company said it will begin leveraging the inventory from approximately 760 Toys"R"Us and Babies"R"Us stores nationwide to help complete online orders.