Toys 'R' Us seeks loyalty with new rewards program

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Toys “R” Us has launched a new loyalty program, Rewards “R” Us, timed for a holiday shopping boost.

Rewards “R” Us members will be eligible for special deals and promotions, as well as members-only shopping hours during sales and store events. They will also be able to earn “R” Us Dollars rewards on certain promotional purchases.

The first of these “R” Us Dollars promotions offers members a $5 reward for every $150 spent online or in-store through December 24. Another twist, Diaper Rewards, will allow Rewards members to earn one free value box of Pampers diapers when nine other value boxes have been purchased.

“This is the first loyalty program of its kind in Toys ‘R' Us and Babies ‘R' Us stores,” David Sims, director of Rewards “R” Us, said in an e-mail to DMNews. “At Toys ‘R' Us Inc., we're all about kids and families, and we believe this loyalty program meets the needs of the families shopping in our stores, who are looking for additional values and ways to save.”

Sims added that the program was not aimed a particular type of customer, but was created to build continued loyalty among Toys “R” Us' entire customer base. 

 “We know that today's consumers have many choices of where to shop and spend their discretionary income, and we feel the elements of this program will benefit our broad customer base.”

The program incorporates Toys “R” Us' Web site and e-mail marketing capabilities by offering promotions through its site,, and asking shoppers to register their e-mail addresses. Members who provide a valid e-mail will receive safety notices if a product has been recalled and e-mail-only discount offers. Rewards R Us also maintains a microsite,, where members can track purchases and manage their accounts.

Consumers can sign up for Rewards “R” Us on, or in Toys “R” Us and Babies “R” Us stores. Toys “R” Us currently runs 585 Toys “R” Us stores and 262 Babies “R” Us stores in the US.

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