Case Study: Toys "R" Us achieves up to 45% conversion lift with Emarsys

Toys “R” Us Up to 45% Increased Conversion Rate Using Automated Campaigns

Toys "R" Us, a global toy retailer known for its personalized in‑store experience, faced the challenge of replicating that personal touch online at scale. Their small e‑commerce team was stuck with a manual, desktop‑only email system that sent generic batch messages and provided only basic click/open data, limiting customer engagement and repeat purchases.

By adopting the Emarsys B2C Marketing Cloud—combining advanced customer segmentation, real‑time automation and responsive email design—Toys "R" Us deployed targeted, lifecycle‑based campaigns and automated triggers tied to engagement, recency, frequency and monetary value. The results: up to a 45% increase in conversion rate, 4× team productivity, ~40% higher average order value for repeat buyers, nearly triple open rates and a 5.5× rise in click‑through rates.

Toys“R”Us

Todd McElmurray

European e-Commerce Marketing Director