The American toy retailer Toys”R”Us has announced the launch of an ecommerce site in Poland, adding to its growing portfolio of online stores all over the world. Toys”R”Us already has eight physical stores and the web store will extends the brand’s reach to more Polish consumers.
Toys”R”Us will also introduce a mobile-optimized website soon, the company revealed in its press release. “We are excited to bring online and mobile-optimized shopping to our Toys”R”Us customers in Poland, providing parents and gift-givers with greater access and more ways to shop with us, just in time for the holiday season,” said Fred Argir, Senior Vice President, Chief Digital Officer of Toys”R”Us. “The launch of this web store is an integral part of our global e-commerce growth strategy and expanding omnichannel capabilities.”
Shipping from physical stores in Poland
All online orders will be shipped from the eight stores Toys”R”Us already has in Poland. This way, the stores will be transformed into mini distribution centers by leveraging their inventory to complete e-commerce purchases.
Toys”R”Us in Poland
With the launch of the Polish ecommerce site, Toys”R”Us has now online stores and mobile-optimized sites in 14 countries. In Poland it started its business operations in 2011, with the opening of its headquarters and first store in Warsaw. Since then, stores opened in Gdańsk, Krakow, Lublin, Poznan, Rzeszów, Szczecin and Wroclaw.
Earlier this year, Toys”R”Us announced in its Q4 and year-end earnings call that it would invest in ecommerce, which only grew by 3% last year. While online revenue increased slightly in 2013, total sales declined by 7.4%. “To improve the customer experience, we will optimize the ecommerce experience by capitalizing on the online shopping growth and integration with stores”, the company’s president Hank Mullany said.
Toys”R”Us also said it was busy launching updated m-commerce sites and apps in the U.S. and in Austria, Australia, Canada, China, France, Germany, Spain, Japan, Poland, Portugal, Switzerland, the Netherlands and the United Kingdom.