tiptrot.com October 23, 2017

Toys R Us Closes $3.1 Billion to Resurrect

05 October 2017, 12:17 | Cedric Leonard

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In addition to the new augmented reality activities that can now be had on their selected branches, Toys "R" Us has also revamped their online shopping website by encouraging customers to do more stuff with them other than just shop. Point the app at star icons in the store and it turns their experience into a virtual playground.

Play Chaser is now testing in a small number of stores throughout the United States, with a nationwide rollout planned for October 21.

The AR experience that Toys R Us is offering to customers will have them interacting with mascot Geoffrey as he directs them around the store. "We believe that's going to drive a lot more traffic into our stores which will ultimately put us in a position where we can be more successful at growing our sales and our company".

Toys R Us is harnessing the power of augmented reality to help bring the ailing retailer from the brink of bankruptcy, it has been revealed.

The Play Chaser app on iOS and Android creates the play experiences by pointing a phone's camera at Play Chaser signs that are coming to the toy giant's stores in the US.

Toys R Us has "fundamental, structural challenges", KeyBanc wrote in a note to investors following the company's bankruptcy filing.

The AR effort from Toys R Us will hopefully help it pull customers back to its stores.

"Alarm bells will have been ringing for some time but it took until May this year for an online store revamp to take effect and it is hard to see how Toys "R" Us could address the structural challenges it faced without reducing its store footprint and significantly changing its proposition", explained Copestake.

"The fact that Toys "R" Us ceded control of its own online offering to Amazon during a period where e-commerce began to really take off meant that the retailer was always playing catch up with its online competitors", said Jon Copestake, chief retail and consumer goods analyst at the Economist Intelligence Unit, according to MarketWatch.

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