Toys R Us is hoping that augmented reality (AR) can help it attract more customers to its stores.
The retailer is now offering an augmented-reality shopping experience to 23 of its stores across the United States. These stores will contain 13 locations for children to interact with AR characters on smartphones and tablets.
The AR experience that Toys R Us is offering to customers will have them interacting with mascot Geoffrey as he directs them around the store. The company hopes that this experience will draw in customers to give them something they can’t find while shopping online.
“It’s going to transform the experience of coming into a Toys R Us bricks and mortar store and turn it into something that’s quite different and a lot more fun,” Toys R Us CEO CEO Dave Brandon told USA Today
about the AR effort. “We believe that’s going to drive a lot more traffic into our stores which will ultimately put us in a position where we can be more successful at growing our sales and our company.”
The AR effort from Toys R Us will hopefully help it pull customers back to its stores. The toy retailer has been dealing with slowing sales lately and it’s not been good for the business. It recently filed for Chapter 11 bankruptcy protection. However, it will still operate normally throughout its restructuring, which includes the holiday shopping season.
The AR experience from Toys R Us will be available at stores nationwide starting on Oct. 21.
As of this writing, William White did not hold a position in any of the aforementioned securities.
