ToysRUs partners with Capillary Technologies

ToysRUs has partnered with Capillary Technologies, as part of which the latter has installed its artificial intelligence (AI) based Instore solution at the retailer’s stores in Saudi Arabia. ToysRUs will benefit from Capillary’s retail marketing solution to accurately identify in-store walk-ins and derive rich insights about customer behaviour and buying patterns to help plan store operations efficiently.

Keeping customers at the centre of attention, ToysRUs wanted to build an offline clickstream of data, similar to what e-commerce does, to support the company’s mission to provide an exceptional retail experience to customers.

ToysRUs deployed Capillary’s VisitorMetrix which not only enables it to analyse historical store traffic patterns to determine staffing requirements through power hours, but also gives immediate responsive data to changes, including studying the impact of promotional campaigns. ToysRUs uses this information to strategise their operations and marketing campaigns to look deeper at their performance and pull the right levers for improved productivity.

“While our e-commerce business is growing, we did not want to lose focus on the offline stores. Combining the instore consumer behaviour with the transactional data will give us a complete 360-degree view of our customers and will help us personalise our offerings and services,” said Mansour Al-Akeel, managing director and CEO at ToysRUs.

“Saudi Arabia is one of our key markets in the region and we are pleased to partner with ToysRUs and be involved in their digital journey. We will soon be launching VisitorSense to help retailers capture more in-store data. It will provide brands with demographics and fashion profiles of store visitors to better understand their buying habits, patterns and preferences. We look forward to establishing a long-term partnership with ToysRUs and help elevate their customer experience,” added Nitin Kaushal Capillary’s president and general manager for MENA.