Challenge
An outdated website design was hurting the customer experience
The Toys“R”Us website felt outdated and was difficult to manage in the backend - it was missing the magic and fun that define the brand! It lacked the vibrant colors and the presence of Geoffrey, the iconic and lovable giraffe.
Behind the scenes, the store was running on Salesforce Commerce Cloud, a legacy enterprise platform that made everyday changes slow, expensive, and dependent on developers.
Our mission was twofold: revive the nostalgia and enchantment that Toys“R”Us brought to our own childhood, and move a brand of this scale onto a modern platform built for growth.
The Migration
Salesforce Commerce Cloud to Shopify Plus, at enterprise scale
This was no ordinary replatform. We designed the migration architecture to move millions of customer accounts, thousands of SKUs, hundreds of thousands of units of inventory, and millions of historical orders from Salesforce Commerce Cloud onto Shopify Plus with histories intact and no disruption to daily operations.
Every dataset was mapped, staged, and verified before cutover, so the team never lost sight of a customer, an order, or a unit of stock.
Architecture & Integrations
Custom middleware and an integrated app ecosystem
Toys“R”Us runs on more than a storefront. We engineered custom middleware that connects Shopify Plus directly to their order management system (OMS), keeping orders, inventory, and fulfillment in sync across the business in real time.
Around it, we integrated the app stack the team relies on every day: payments, marketing, merchandising, and operations. The new platform plugged into the way they already work.
Design & Development
Full design and development, built around the brand
We handled the complete design and development of the new storefront. Along with improving the shopping experience through a custom design, we gave the team an easier way to merchandise products and build out zones that could mix and match throughout the site. We also leaned into the iconic branding, vibrant colors, Geoffrey and all, to tap into the nostalgia of the brand and keep shopping memorable and exciting.
Results
A modern Shopify Plus storefront with a proven increase in customer experience
With the migration complete and an optimized user experience for mass-market, the new Toys“R”Us website is a responsive, colorful and fun experience for both parents and children, running on a platform the team can manage themselves, backed by an architecture built to scale.
“Taking a dream and making it a reality on Shopify.”