Toy retailer’s concept store steps up digital game

Toys “R” Us is pulling out the stops to engage its in-store shoppers.



The toy retailer describes its concept store in Langley, British Columbia, as “the evolution of our digital future.” To maintain this reputation, Toys “R” Us is partnering with Cineplex Digital Media, and adding an in-store digital signage and kiosk network.



The installation includes a large feature wall with 2 ft.-by-2 ft., 55-inch LCD screens, and six 18.5-inch digital end caps. All displays will feature images and video content.



The store will also feature four point-of-sale integrated kiosks that will be used as an ‘endless aisle’ solution. Here, customers can browse the brand’s entire offering, watch videos and read product information prior to making a purchase. Customers can place orders through the kiosk, and choose to pick up their purchase at the front of the store or have it shipped to their home, the retailer said.



“The new integrated network elevates the shopping experience and makes it easier for customers to locate the products they are looking for, gain in depth information and make their purchases directly from a number of kiosks located throughout the store,” said Clint Gaudry, the chain’s VP, marketing and store planning.



Cineplex Digital Media will lead all content creation for the kiosks, and provide content management for the digital end caps and feature wall signage.