Toys'R'Us unveils new mobile technology services

WAYNE, N.J. Toys"R"Us has announced several new advancements in its mobile technology capabilities, providing multi-channel shoppers with new ways to learn about and take advantage of "R"Us promotions by simply using their mobile devices. As part of these enhancements, the company said it has adopted a coupon barcode scanning technology in Toys"R"Us and Babies"R"Us stores across the country and has implemented a mobile messaging program, presenting on-the-go shoppers with the ability to receive exclusive text message offers directly to their mobile phones.

"Mobile phones are an integral part of busy moms' and dads' lifestyles, and we are always looking for exciting new ways to engage and present them with the most streamlined, on-the-go shopping solutions," said Prama Bhatt, VP, general manager U.S. e-commerce for Toys"R"Us Inc. "Expanding our mobile offerings to include coupon barcode scanning and mobile messaging allows us to build stronger relationships with our customers while providing added convenience."

All Toys"R"Us and Babies"R"Us stores nationwide are now equipped with coupon barcode scanners, which allow store associates to scan customers' mobile e-mail coupons straight from their mobile devices, the company reported. Customers who are members of "R"Us mailing lists will begin to receive mobile-enabled coupons. When the mobile version of an e-mail is displayed on a smartphone, print coupons are converted into an easily readable format, which can be scanned in-store from the shopper's phone screen. Recipients of e-gift cards with Internet-enabled phones can retrieve their e-gift card barcode sent to their e-mail and have it scanned in-store at the point of sale, the company added. In addition, the company said its new mobile messaging service will help keep customers informed about the latest deals.