Toys R Us launches online layaway and new customer loyalty program

In preparation for the holiday selling season, Toys R Us is launching new online layaway and customer loyalty programs to benefit shoppers.

The company discussed steps it has taken during the first half of the year to prepare stores for the busy shopping season during a preview event in New York City. Hank Mullany, the retailer's president, spoke about building a leadership team, clearing out inventory to make way for holiday products, and improving customer relationships.

Among his announcements, Mullany introduced the new Rewards R Us loyalty program that provides customers with free online layaway and faster ways to find items they want. The new rollouts include "Here's What's Hot," "Gift Express" shops, in-aisle "Top Gift" suggestions, and the online Gift Finder.

"We are pleased with our progress and the foundational improvements we've made to the business in preparing for the busy months ahead," Mullany said. "Our focus at Toys R Us for the 2014 holiday season is to make it easy for customers to shop with us both in-store and online. At the same time, we will clearly demonstrate our toy category leadership through our broad product assortment by having hot toys in-stock when customers want them and leveraging the expertise of our employees in helping gift-givers select the right toy for the child on their list."

Currently the Rewards R Us loyalty program has 18 million members. The program enables members to earn one point for every dollar spent at Toys R Us or Babies R Us, and for every $125 spent, a customer gets $5 in R Us Rewards.

Moving forward, loyalty members can now accumulated points yielding up to $200 in rewards. Members can also receive rewards directly via email and get an extended 60-day validity period when redeeming rewards. The company offers a dedicated Rewards R Us website. Members who have an R Us credit card receive extra points for purchases.

Toys R Us also announced the introduction of free online layaway for items on and Customers simply make payments in-store or online and pick up the final order in a local store or have it delivered.

Other holiday focuses include brand new navigational signage in stores, well-trained employees and omnichannel offerings such as buy online and pickup in-store. All of the enhancements build upon initiatives outlined earlier this year, when Toys R Us announced it would work on making stores easier to shop and improve upon its loyalty program.

For more:
-See this Toys R Us press release

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