Beginning the weekend of November 21-22, 2009, retailer Toys R Us will offer mobile shopping capabilities to its customers that go beyond just informational services. The move, which promises to take toy-buying to the next level, will offer transactional capability via mobile device, writes RetailerDaily.com.

M-Commerce in Action

Toys R Us will mobile-enable its Toysrus.com e-commerce site to let consumers navigate, select and purchase items the same way they would from a computer browser. As part of this mobile initiative, the company also will launch dedicated applications for the Blackberry and iPhone.

In addition to executing transactions, Toys R Us will let customers access lists of new and top-selling products, locate stores, research product reviews and ratings, and check online availability of items that are out-of-stock in stores.

Toys R Us’ mobile commerce launch appears to be well-timed, as Deloitte research indicates 19% of total US consumers - and 39% of those ages 18-29 - plan to use mobile devices to aid their holiday shopping this year.

Two Others

Though most retailers with applications for iPhones and other smartphone devices only offer informational features such as store locators and promotional content, at least two other retailers have, in recent months, released iPhone applications with full transactional capabilities. Since August 2009, interactive direct retailer HSN has made its retail programming available via mobile. The HSN Shop App enables customers to remotely browse and shop its full assortment of 35,000 products.

HSN Shop App also provides mobile access to HSN’s standard television and online content, including a transactional experience that allows users to call HSN directly or use their device’s browser to purchase an item.

In addition, fast-food retailer Burger King launched an iPhone application in May 2009 that lets customers automatically place orders for in-store pickup.