Several brick-and-mortar stores have lost a chunk of the market share because of their resistance to online shopping. Case in point — Toys 'R' Us, which is finally revamping its website in efforts to win back customers who abandoned it for places like Walmart and Amazon.
The toy retailer is debuting its new site to a small number of users before a full roll out this summer. According to Toys 'R' Us reps, the revamp is part of a nearly $100 million investment that is geared toward jump-starting an e-commerce experience that should match its competitors.
The retailer said that 60 percent of its customers visit its website first before deciding to go to an actual store. As a result, it is expecting to catch up to 10 years of innovation in less than two.
Annual global e-commerce sales are set to double over the next four years, to about $4.1 trillion. In 2016, all e-commerce sales worldwide hit $1.9 trillion, up from $1.5 trillion in 2015.
“Some organizations recognize faster than others there are shifts in the ways customers want to be communicated with and the way customers want to purchase products,” Toys 'R' Us CEO David Brandon said in a statement. “It probably took us a while.”
Toys 'R' Us’ current website isn’t user-friendly. It requires a lot of clicking and searching to browse through products. Not ideal for someone with a short attention span.
The new website promises to allow customers to click once on a category and be redirected to a fine-tuned list. Additionally, officials said that for basic purchases, the checkout process will go down from five steps to two. Another feature is visitors to the online baby registry will get notifications alerting them to a sale on items. The site will also offer shoppers advice on picking the right item and will notify them when items are recalled.