The Entertainer is driven by a mission: to be the best-loved toy shop – one child and one community at a time. It is the largest family-owned toy retailer in the UK and, despite an unstable environment for toy retailers in recent times, The Entertainer is thriving.

As well as unique in-store experiences, The Entertainer strives to offer a frictionless online and mobile customer experience, enhanced by a click-and-collect service. To maintain and optimize these experiences, The Entertainer partnered with Merkle to assist in the strategy and implement SAP Commerce technology.

The SAP Commerce solution provides The Entertainer with the infrastructure for a content and image-rich interactive and responsive online user experience. Enhancements included a mobile-first approach, streamlined customer journey for faster buying, improved performance to support higher levels of traffic, faceted search and navigation, and a ‘Present Finder’ tool. The site closely reflects The Entertainer’s in-store branding, demonstrating the retailer’s synergistic approach to in-store and online.