• Go-Mash, Tuesday, May 12, 2015 10:32 AM

According to recent reports, the long established toy retailer Toys “R” Us are planning to launch a new mobile feature for consumers browsing in-store. This is another step from a major retailer in convergence of both their physical and digital strategy; by leveraging the power of mobile. Undoubtedly, Toys “R” Us see this as another step to streamlining the consumer experience in-store and making the most of the changing shopping behaviours of consumers, in which mobile is at the forefront. The retailer will use 3D image recognition tech to enable consumers to perform a quick and easy product search on their mobile device. The company is working with mobile visual search company Slyce, to let people in-store take a picture of a product on their mobile which then identifies something similar available in their own stores – no doubt providing price comparison, product availability information and more; a big step in exploiting the real-time desires of consumers whilst shopping, to try and translate a consumers initial desires for a product into a sale, preventing any delays which could affect conversions and stealing consumers away from other retailers by invading that space.

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