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Toys R Us renews e-commerce efforts

Toys R Us has revealed a makeover to its website as part of a renewed effort towards growing their e-commerce.

The new website, that will debut to a small number of users before a full rollout that is expected by early July, is part of a nearly $100 million investment by Toys R Us over the last three years that is geared toward jump-starting an e-commerce experience that it acknowledges fell short of many of its retail peers.

The new site features larger images along with streamlined menus that make it easier for shoppers to find items. Customers who are simply shipping items to an address, instead of asking for gift wrapping or another extra service, will be able to complete the purchase in two steps, taking cues from services like Amazon Prime.

The new site will also offer customer advice and notifications on new items.

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