“Mobile is no longer the third screen, it is actually becoming the first,” said Stephen Larkin of Mullen during this year’s M2Moms® Pre-Conference Workshop.  The numbers certainly do backup his statement with research showing that 85 percent of moms use mobile Internet daily making the app “mom’s new utility belt.”   Which is why Toys ‘R’ Us should find some marketing to mom success with its new mobile applications and technologies.  Just in time for the busy holiday shopping season Toys ‘R’ Us has adopted new technologies that include:

Scannable Mobile Coupons–All Toys ‘R’ Us and Babies ‘R’ Us stores nationwide are now equipped with coupon barcode scanners, which allow store associates to scan customers’ mobile e-mail coupons straight from their mobile devices.

Mobile eGift Cards–Now, recipients of eGift cards with Internet-enabled phones can retrieve their eGift card barcode sent to their e-mail and have it scanned in-store at the point of sale.

Mobile Messaging–Toys”R”Us and Babies”R”Us customers who opt into the free service will receive notifications and exclusive offers directly to their mobile devices. Shoppers have the option to receive deals, promotions and alerts from either or both brands

“Mobile phones are an integral part of busy moms’ and dads’ lifestyles, and we are always looking for exciting new ways to engage and present them with the most streamlined, on-the-go shopping solutions,” said Prama Bhatt, Vice President, General Manager, U.S. e-commerce, Toys”R”Us, Inc. “Expanding our mobile offerings to include coupon barcode scanning and mobile messaging allows us to build stronger relationships with our customers while providing added convenience.” These new features join the brand’s already popular mobile offerings such as instant purchases, gift suggestions, store locators and product research.