Toys ‘R’ Us adds mobile components to holiday campaign

Toys “R” Us’ holiday campaign is in full swing two weeks before Black Friday, the traditional start of the holiday shopping season. This week, the retailer introduced mobile coupons that shoppers can receive by text message or e-mail.

Toys “R” Us will equip its stores with coupon barcode scanning technology to scan the mobile coupons. The retailer will promote its “R” mobile messaging through in-store signage that tells customers to text to enroll, a “mobile” link on its e-commerce site, and Facebook, print, online and radio advertising.

The toy retailer also released its annual Great Big Christmas Book catalog on October 31 as an insert in newspapers nationwide. The 80-page catalog includes thousands of items and numerous offers including 50 free gift-with-purchase offers and a back cover $10 gift card on qualifying purchases of $75 or more.

Bob Friedland, senior manager of PR at Toys “R” Us, declined to say who printed the book or how many copies were distributed, citing company policy.

For the second straight year, Toys “R” Us released the Christmas Book online, on Facebook and on mobile devices. The company also introduced an iPad version this year as a follow up to last year’s iPod Touch app. The iPad app offers a children’s version of the catalog without prices allowing kids to drag and drop their favorite items into a gift box. The adult version includes price information, edit functions for their child’s gift box, and e-mail capabilities to send the list to other family members.

“The overall message [of the Christmas Book] is about the incredible value, and we want to make sure customers can find it no matter where they shop, whether they want to pick it up in our stores, in a newspaper or online,” said Friedland.

Toys “R” Us has produced the Christmas Book catalog for more than 15 years.

“It is a tradition,” said Friedland. “A lot of kids take the book and circle all the toys they want to receive and then share it with their parents.”

Members of Toys “R” Us’ loyalty program, Rewards “R” Us, are offered additional incentives through Christmas Eve, including 10% back on purchases online or in-store.

“It’s a great way for us to give customers triple their usual rewards,” said Friedland.

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