hybris has announced the development of a new plug-in for its B2C commerce solution, in association with Toys “R” Us. The plug-in enables the retailer to link directly to customers searching for products through the Google Local Shopping (GLS) service.

The service is designed to bring together local stores and people who are shopping online. Retailers submit the products in their bricks and mortar stores through to Google, enabling them to reach out to customers searching for specific items.

The hybris plug-in has been developed for Toys “R” Us in partnership with Neoworks, hybris’ specialist ecommerce solutions partner.

Toys “R” Us delivers its stock figures directly from the mainframe each morning, and Neoworks processes these through hybris B2C Commerce in order to deliver three feeds directly to GLS. The first provides up-to-date details on the locations of stores and opening times. The second confirms the product catalogue available through GLS, and the third is an update of prices and availability of products.

Will White, head of e-commerce at Toys “R” Us, says: “The hybris plug-in allows us to maximise the Google Local Shopping service by ensuring that information available to customers is always up-to-date. We are particularly targeting customers who use mobiles to browse. This is an enhancement to our Click & Collect service putting our online customers in touch with our stores to locate and purchase products quickly and easily.”

hybris and Neoworks have further developed the GLS plug-in feature as a built-in function of the new version of the hybris B2C Commerce stack, which is due to be launched in December 2011.

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