Toys R Us Has Best Mobile Shopping Customer Experience

Think about the last app you used. Did you like the look and the responsiveness of that app's design? In the world of mobile sales, it is the user's experience that matters most.  That's why Toys R Us has redesigned its app for an improved customer experience. The move just scored Toys R Us an 83.5 out of a possible 100 for the highest performing mobile site, according to a new report.

American Eagle Outfitters had the second-highest-performing mobile site with a score of 82.5 percent, followed by Crate & Barrel with 82.25, Nordstrom with 80.25, Sephora with 80.25 and Foot Locker with 80.25, according to the e-tailing group.

"Overall usability of mobile shopping has increased, but merchants still have a long way to go," Lauren Freedman, president of the e-tailing group, told Mobile Commerce Daily. Retailers have ramped up their mobile experiences, since m-commerce sales account for 10 percent of revenue or more for many of the retailers rated by the e-tailing group.

A few of the advancements Toys R Us has made in its mobile user experience include type-ahead capabilities for product search, more accurate misspelled phrase results, and robust refinement options. In addition, Toys R Us added features such as a store product locator and m-commerce store pick-up.

Plus, the number of necessary steps for checkout has been reduced for Toys R Us' mobile shoppers.

For more:

-See this Mobile Commerce Daily article
-See this Internet Retailer article

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