Retail TrendsSuccess Stories

Openbravo Sets New Toys R Us Experience in Motion

2 min read

In just four months, Toys “R” Us Spain & Portugal, has completed the implementation of Openbravo software across all its 64 stores in Portugal and Spain, as part of its broader strategy to revitalise its stores to better support omnichannel and experiential retailing.

The speed at which Openbravo was implemented demonstrates how a cloud-based platform can provide retailers with the ability to adapt quickly and offer the kind of experience customers want whilst reducing their own costs as well.

The new focus on experiential retail encourages children to try out and play with toys on display and in play areas around the store. Store operations have also been integrated with the newly designed ecommerce site which not only to facilitate omnichannel services such as Click & Collect and three-hour home delivery, but also offers cross-channel events such as the celebration of birthday parties and in-store meet-and-greets with YouTubers from its own YouTube channel.

Behind the Omnichannel Scene

Openbravo was awarded a contract with Toys R Us Iberia in October 2018, to deploy Openbravo POS software in the Openbravo Cloud in all stores across Spain and Portugal. It also includes integration with SAP´s ERP and ecommerce solutions to deploy a new end-to-end omnichannel solution.

Openbravo Commerce Cloud now integrates with SAP Hana4 Cloud ERP system to synchronize invoice and stock changes and manage sales, products and pricing. The integration with SAP Hybris is used to manage omnichannel sales as well as cross-store sales, promotions, gift cards, and coupons. And finally, Openbravo integrates with Qero, the customer data management system used by Toys R Us, to manage the loyalty program, from subscription to managing points and coupons.

The changes reflect the company’s desire to provide customers with a more modern, experiential space to satisfy customer needs more effectively and attract new customers.


Want to know more about the omnichannel retail solution adopted by Toys ‘R’ Us Iberia? Read the latest Press Release! Want to know more about other retailers using Openbravo? Go to our Featured Customers page.

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