Session 8: Mobile Marketing – Toys “R” Us Case Study

Read the case study which will also be handed out to you in class.

Watch the video below which demonstrates Toys “R” Us Hong Kong’s mobile marketing tactics:

Answer the following questions:

  1. Who is the target audience for the mobile app ?
  2. What other channels (both online and offline) were used to promote the mobile app ?
  3. What are some of the “fun” and “rewarding” experiences customers can have while using the app ?
  4. What other digital marketing channels does the mobile app integrate with ?
  5. How does Toys “R” Us’s mobile app help support its CRM objectives ?

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