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Toys R Us targets higher holiday sales with bar code coupons, SMS alerts

November 10, 2010

toysrus-copyToys R Us has enhanced its mobile initiatives for the holiday season by letting consumers redeem coupons via scanned bar codes at the point of sale.

The bar code scanning technology has been adopted in Toys “R” Us and Babies “R” Us stores across the country. The retailer has also launched it “R” mobile messaging program that gives consumers instant deals and offers directly to their mobile device.

“We’ve announced several new advancements in our mobile technology capabilities, providing multichannel shoppers with additional convenience just in time for the holiday shopping season,” said Linda DeNotaris, assistant manager of corporate communications at Toys R Us, Wayne, NJ.

“Mobile phones are an integral part of busy moms and dads’ lifestyles, and we are looking for exciting new ways to engage our customers and present them with the most streamlined, on-the-go shopping solutions,” she said. “By introducing these advancements, we seek to build stronger relationships with our customers by providing them with new ways to learn about and take advantage of “R” Us promotions by simply using their mobile devices.

Toys “R” Us is a dedicated toy and juvenile products retailer, selling merchandise in more than 1,560 stores, including 847 Toys “R” Us and Babies “R” Us stores in the United States.

Mobile coupons
The coupon bar code scanners let store associates scan customers’ mobile email coupons straight from their mobile devices.

Consumers who are members of the company’s mailing list can receive the mobile-enabled coupons.

In addition to its new bar code scanners, Toys “R” Us has taken its eGift Cards mobile.

Consumers who have received gift cards from friends or family can retrieve their eGift card bar code sent to their email and have it scanned in-store.

“We know that consumers are relying on their mobile devices more and more and are looking for simplicity and convenience when shopping their favorite brands,” Ms. DeNotaris said.

“On-the-go shoppers who may not have planned a trip to the store or forgot to print out their coupon will enjoy the ease and convenience of mobile bar code coupons, as they can take advantage of the latest deals by simply pulling up their mobile-enabled coupon on their smartphone at the register,” she said.

Message for toys
Consumers can opt-in to the company’s mobile messaging program that keeps them up to date on deals and promotions.

Consumers can text the keyword TOYS or BABIES to the short code 30364.

“We will support the “R” Mobile Messaging program with a comprehensive marketing program, inclusive of colorful in-store signage complete with easy-to-follow text instructions on how to become a subscriber,” Ms. DeNotaris said.

“The service will be advertised via radio, print and online outlets, and will appear in social media messaging,” she said. “We will continue to improve our mobile functionality in the upcoming months.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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