Toys 'R' Us woos back shoppers with augmented reality in-store game

Toys 'R' Us woos back shoppers with augmented reality in-store game”

Customers who download the app between October 20 and October 28 will be eligible to enter a Play Chaser Sweepstakes, with 2,000 entrants receiving a $25 Toys R Us gift card and one winning a grand prize trip for four to the Nickelodeon Resort in Punta Cana, Dominican Republic. As they navigate the store, shoppers will be guided by flashing icons and stickers displayed on their smartphones.

For example, a "real-life" version of a doll may come alive on a smartphone or tablet in the baby doll aisle.

The AR experience is now live in 23 stores in the United States and will expand nationwide on October 21.

This app also has an in-store integration aspect that most AR apps, created to help people shopping online or on mobile, just don't have.

Each activity allows shoppers to rack up stars, and the more they earn, the more experiences they can tap into.

In order to bolster its presence online TRU has commenced production on a new online hub for Toy R Us and Babies R Us businesses in the United States and Canada.

Those challenges predate the 2005 leveraged buyout, and the huge debt load has weakened Toys R Us' ability to adapt to a changing retail climate. "This can only be achieved by spaces that offer experience and excitement. It offers no compelling reason to visit over buying online".

The company is also planning to add playroom areas to 42 stores later in the fall.

He will point out the various activities that can be engaged in at the store. "That strategy was in place before we filed to restructure the company, and it will be one that will continue with increasing amounts of investment as we move forward".

Last Wednesday Toys R Us confirmed it closed on United States $3.1 billion of financing facilities that will support the company's operations during its recently announced bankruptcy filing regarding its financial restructuring process.

To the contrary, he says, the company is working with its hundreds of vendors as it begins the restructuring process, and this holiday season "our shelves will be stocked".

"The Times Square holiday shop reunites our brand with an iconic NY destination, which we are thrilled about", Dave Brandon, TRU chairman and chief executive officer said.

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