Fuelling online growth across Asia
Toys"R"Us

Headquartered in Hong Kong, Toys"R"Us Asia operates over 470 stores with more than 10,000 team members across Asia. The company’s two brands, Toys"R"Us and Babies"R"Us, inspire imagination, learning, and development through play.

Toys"R"Us Asia wanted to rapidly fuel online growth across Asia by launching
14 mobile-optimised digital stores.

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TOYS “R” US
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TOYS “R” US
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TOYS “R” US
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TOYS “R” US
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TOYS “R” US
Challenges
Strengthening the Solution for Savvy Shoppers
01

Toys"R"Us Asia sees high demand for its quality range of products during peak season periods. The company’s previous online infrastructure couldn’t keep up with demand, crashing during Christmas sales.

02

Toys"R"Us Asia also needed to replicate the same in-store magic to online channels and connect with digitally savvy parents.

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TOYS “R” US
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TOYS “R” US
Strategy
Defining a streamlined, scalable future

Toys"R"Us Asia envisioned a highly scalable solution to respond to demanding peak periods and enable fast roll-out of new online stores.

The company wanted to streamline and unify the customer experience while meeting regional needs. Seamless localisation was a priority with support for four languages: English, Simplified Chinese, Traditional Chinese, and Thai.

Toys"R"Us Asia decided to work with a global technology partner to define the future eCommerce strategy. That partner was eWave.

Execution
By the numbers: 14 sites and 7 regions in 18 months

In just 18 months, eWave rolled out 14 sites across 7 regions: China, Hong Kong, Taiwan, Thailand, Singapore, Malaysia and Brunei. 

eWave designed a mobile-first solution with global and regional Salesforce architectures. The Storefront Reference Architecture (SFRA) powers scalability and faster go-to-market for new regions.

eWave brought innovative solutions to meet unique requirements of the Asian market, including:

01

Payment options for ApplePay, WeChat Pay and Huabei (for BNPL payments), and integration with China Union Pay to support Alipay. Notably, WeChat Pay required special agreement and implementation with Tencent.

02

Development of QQ and Weibo social logins in addition to Google and Facebook logins to meet local audience needs and create more seamless checkout experiences.

03

Application of Alibaba Cloud CDN to improve website speed and performance across the region.

04

Personalised search and merchandising using Salesforce Einstein to improve the shopping experience.

05

Automation and consistency of business processes, pricing and product management, sales campaigns and more through the integration of ERP, PIM and OMS systems.

Toys"R"Us Asia looks to continue using eWave’s expertise for inspiring shopping experiences with Tmall and JD.com integrations in the works.

Services
Exceptional customer experiences
Strategy
Strategy
Consulting
Customer Research
Competitor & Market Research
Business Case Analysis
Technology Selection
Ecosystem Design
Experience
Experience
Service Design
Customer Journey
UX Design
UI Design
Delivery
Delivery
Commerce
OMS
PIM
System Integration
Growth
Growth
24/7 Care
Maturity Model
Experience Optimization
Result
Lowered costs, increased revenue

80% conversion rate increase

Automation and centralisation that significantly lowered overheads and ongoing costs

100% annual revenue growth

The experienced team at eWave made me feel like we were in a true partnership. They built the eCommerce strategy 
from the ground up to really unify the customer experience. As a global partner, they also brought region-specific knowledge that 
was invaluable to our localisation requirements.

eWave provided support and guidance from project management to technical aspects. 
This allowed our team to focus on the customer experience.

Thanks to the speed of project delivery, we managed to launch our online offering in 7 regions by 2020. We were set up to 
handle evolving digital customer expectations, accelerated by the pandemic.

The Toys"R"Us Asia team sees digital as vital to future growth. We will continue to invest in this channel and 
create magical experiences, in-store and online, for our customers.

Tim Halaska
Regional General Manager - Digital Strategy
Toys"R"Us Asia
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