Optimises site for tablets and redesigns apps.
Toys R Us has toys in the millions all under one roof, but the firm's in-store sales could be impacted this Christmas as more than half of mobile users plan to use their devices for shopping.
With that in mind, it's perhaps perfect timing that the retailer has revamped its mobile shopping apps and sites for Toys R Us and Babies R US, while launching a tablet-optimised site for both brands.
Customers will now have access to 'Buy Online, Pick up in Store' and 'Ship to Store' options through smartphones and tablets, something that was previously limited to desktop sites.
The apps and sites will also support product browsing, reviews, item info and video viewing, while searches can be completed based on a number of categories.
However, in-store shopping isn't dead just yet and there's a new barcode/QR code scanner for users to access extra product details when at the shop.
Of particular interest is the decision to embed location-based ads into the platform, which will allow users to find local deals based on their zip code. There's also a 'R Mobile Messaging' programme that provides registered users with coupons and events via text message twice a week.
Deals and favourites can also be shared across social networks Twitter, Facebook and Pinterest.
Milton Pappas, VP, e-commerce customer experience, Toys R Us, said: "As more and more customers use their mobile devices to browse and shop with us, we have worked to enhance this channel by redesigning our mobile site and apps, and have launched a tablet-optimised experience, making it even easier to shop Toys R Us and Babies R Us while on-the-go."