Gary Grant opened his first toy shop at age 23. He had been recently let go from his job at a bike shop, and he and his wife, Catherine, borrowed enough money to buy a failing toy shop in the UK.1
Since its founding in 1981, The Entertainer has become the fastest-growing, family-owned toy retailer in the UK.2 The retailer sells thousands of top brands in 148 stores. It also offers toys and games online through TheToyShop.com, which draws millions of visitors each year.
The Entertainer’s vision is to fill every child with wonder and its mission is to be the best-loved toy shop—one child, one community at a time. In addition to its brick-and-mortar stores, the company sells toys and games online through TheToyShop.com, which draws millions of visitors each year.
Amazon Pay is really important to us as we continue to build trust with our customers. It’s just brilliant because it helps put their minds at rest.
- Rob Wood
Roughly 75 % of TheToyShop.com customers shop from mobile devices, and the vast majority buy toys during the holiday season. To streamline the checkout experience, The Entertainer integrated Amazon Pay into its site, allowing shoppers to pay with the Amazon credentials already stored in their accounts.
Using Amazon Pay, customers can complete their purchases 40 % faster than with the native checkout. “The advantage of Amazon Pay is that it helps you check out more quickly,” says Rob Wood, Head of Online at The Entertainer. “That easy checkout process is especially powerful on mobile phones as most people are already logged on to their Amazon accounts.”
Since adding Amazon Pay, The Entertainer has increased conversions by 14 %, while boosting trust in its site. Shoppers who use Amazon Pay can complete their transactions without leaving the site, improving trust in the payment process. And The Entertainer now benefits from Amazon’s fraud detection and prevention technology.
Perhaps most importantly, Amazon Pay has increased The Entertainer’s credibility with customers as the company continues to grow. “Amazon Pay is really important to us as we continue to build trust with our customers,” says Wood. “It’s just brilliant because it helps put their minds at rest.”
Visit The Entertainer website.
Want to know more about how Amazon Pay helped The Entertainer? Read The Entertainer case study.
1The Independent, Meet the toy-shop entrepreneur who puts Christian values before profit, 2013
2Thetoyshop.com, Financial Results, 2018
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