Toys R Us: Shifting primary ecommerce revenues to digital.

We were tasked with optimising the $1.5bn e-commerce function of Toys “R” Us as offline stores and leveraged debt bled the company into bankruptcy. As one of the first to invest in online in the 90’s, Toys “R” Us were still feeling the weight of legacy technology and needed lifted out fast. Dawson Andrews used massively improved user interface design, technical planning and ongoing feature development and optimization to achieve the goal of increasing ecommerce revenue. Monitoring analytics to be able to optimize and continually develop was key. Back-end system integrations were ongoing and maintained and allowed DA to successfully see Toys “R” Us achieve record digital sales in Q4.