Toys 'R' Us has deployed a new e-commerce platform to improve the online customer experience.
The firm has implemented the Hybris Commerce Suite which will support new Web 2.0 functionality.
The launch of a new website, underpinned by the Hybris e-Commerce platform, marks the fourth version of the Toys 'R' Us site since the company entered e-commerce in 1996.
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Mike Coogan, marketing and e-commerce director at Toys 'R' Us, said, "Our prime objective was to make our website more intuitive and easier to navigate. The Hybris platform has enabled us to build a functionally rich e-commerce solution that will allow us to enhance our online presence."
Coogan said, "The size and diversity of our product line - from toys to computers to pushchairs - means that taking a consistent and co-ordinated approach to product information management and pricing is essential."