Frank Muzika, UK lead executive at Toys R Us, told delegates that tablet assisted sales transactions have shown a 400% uplift versus the average store sale.
The tablets are being used by in-store staff to run competitor price checks for customers, serve up additional information from manufacturers’ websites, showcase additional ranges, and help source product from nearby stores.
Muzika highlighted how the devices are being used in the retailer’s Baby R Us department to help sell car seats.
The tablets enable the sales advisor to ask customers the right questions about the type of vehicle and the age and size of the child in order to find the correct car seat.
In one instance, Muzika highlighted how a customer was involved in a major car accident after the sale but fortunately the baby was unharmed due to the customer buying the right car chair.
The customer later returned to the Ipswich store in order to give a gift to the sales advisor because she believed the seat saved her baby’s life.
The tablets are not yet able to carry out transactions, but Muzika said Toys R Us in in the process of updating the system to link up a payment device to the tablet.
Muzika revealed that alongside the tablets, the toy retailer is also experimenting with other in-store initiatives to create a “magical” in-store environment.
This includes a magic mirror that allows children to interact with the Toys R Us brand mascot Geoffrey the Giraffe.
“We want to give customers ecstasy, but ecstasy is not just about having a tablet,” concluded Muzika.
