Greg Ahearn, chief marketing officer of Toys R Us US said: "Mobile commerce is our fastest growing channel of consumer engagement, as shoppers increasingly use their smartphones to research gifts, get product reviews, compare prices, check availability of an item at a local store, save money with deals and pay for their purchases. As new technologies emerge, we continue to partner with leading providers to enhance our mobile offerings."
The 'Great Big Toys R Us Book' put QR codes next to products like Air Swimmers, My Keepon
Moshi Monsters Moshlings and Trash Pack. When scanned the code directs customers to demonstration videos of the products.
QR codes are also used on the packaging of the retailer's own brand action figure line True Heroes L.A.S.E.R. These codes take shoppers to demo videos and an online kids comic strip showing the characters adventures.
Toys R Us and Babies R Us stores are also equipped with coupon bar code scanners, allowing customers' mobile phone and e-mail coupons to be scanned.
Special deals are available to users of location-based social networks like Foursquare and shopkick. With Foursquare US shoppers will be able to check-in at stores to receive the 'Geoffry Holiday Badge' entitling them to a coupon worth 15 per cent off purchases of $150 dollars, or more. Shopkick app users can earn 'kicks' by visiting Toys R Us and partner stores, which can be exchanged for coupons.
Toys R Us also uses the barcode-scanning apps Milo and RedLaser so shoppers can check the Toys R Us price of products while on the go.
Google Wallet is also being trialed in 200 'R Us shops. The near field communication (NFC) payment system lets customers wave their phone infront of a sensor to complete a purchase.