Make good use of efficiency tools to bridge the gap between yourself and consumers, while moving closer to the future.
At dusk, beside the shelves of a Toys "R" Us Asia store, a popular toy was still underperforming in sales. This situation was instantly detected by headquarters. Within minutes, an adjusted strategy—"deploy Mario mascots during dinner hours to interact with children and attract foot traffic"—was delivered directly to staff smartphones. "This would have been nearly impossible before," said Ying Chen, Chief Technology Officer of Toys "R" Us Asia, with a smile.
Having served Asian families for four decades as a "paradise for kids," Toys "R" Us Asia introduced the model of "large-format stores with full-category shelving" at the end of the last century and now operates over 450 stores across ten countries and regions including mainland China, Japan, Singapore, and Thailand.
For a giant organization, its biggest adversary is often not competitors but inertia. Facing increasingly compressed retail cycles, this traditional retail powerhouse must undergo a fundamental "efficiency revolution." With the help of Feishu, real transformation has taken place: store operations have become more agile, the organizational structure flatter, ensuring decisions can be made with "real-time responsiveness." Leo Tsoi, CEO of Toys "R" Us Asia, stated, "Partnering with Feishu means walking side by side with a world-leading platform. Our employees are now far more confident and understand how to leverage this highly efficient tool to boost performance."
Frontline Efficiency
From Lagging Data to Real-Time Response
In fact, Toys "R" Us’s digital transformation didn’t start from scratch. Previously trialed digital tools consistently failed to break through the information barriers between headquarters and frontline stores. It wasn’t until integrating Feishu that frontline operational efficiency truly improved.
Feishu's Multidimensional Tables first revolutionized the traditional inventory process. Staff simply scan a QR code on their phones; the system automatically recognizes SKUs and records quantities, merging duplicate scans seamlessly—reducing total time spent by over 50%.
Crucially, there is now real-time data flow. Inventory results sync instantly to headquarters dashboards, making stock anomalies and store progress fully visible. Headquarters can now make real-time decisions based on dynamically updated data at second-level frequency.
The process of hiring frontline staff has also been completely reshaped by Feishu. Job seekers only need to scan a QR code to complete an electronic form. The system automatically verifies information, generates a PDF, and archives it to the cloud, closing the loop. HR departments can follow up immediately, and the data accumulates into a talent pool for each store. As peak seasons approach, managers can find suitable candidates within minutes, eliminating the need to repeatedly post job advertisements.
Cross-Border Collaboration
From Periodic Reviews to Real-Time Decision-Making
In a system spanning eight markets with over a thousand employees, every decision depends on information synchronization and organizational collaboration. Ying Chen noted, "In the past, insufficient data speed prevented many actions from being carried out." With accelerated data flow, decisions that once took a day can now be advanced within hours.
Previously, regional product selection relied on manual communication and email, with a single product meeting often requiring multiple rounds of translation and confirmation. Since the introduction of Feishu Multidimensional Tables and multilingual real-time meetings, the collaboration model between headquarters and regional teams has fundamentally changed. Product selection data is automatically aggregated and visualized in dashboards, approval steps are centrally managed, and the entire process completes within hours.
If regional product selection accelerates the flow of goods, then personnel insights bring greater clarity to workforce conditions. Global HR data is now integrated into Feishu Multidimensional Tables. By opening the BI dashboard, headquarters can monitor workforce composition, turnover trends, and position distribution in real time.
These changes bring deeper shifts in management logic: the company has shifted from relying on reports to relying on insights, and from periodic reviews to real-time decision-making. Business operations no longer depend solely on experience-based judgment but on data-driven, real-time decisions.
End-to-End Efficiency Transformation
In an environment of ever-shortening retail cycles, Feishu has helped Toys "R" Us achieve comprehensive efficiency improvements from stores to management:
Customers: When a store runs out of stock, staff can instantly check inventory via the Feishu mobile app, recommend alternative products, or guide customers to nearby stores—improving shopping response speed by 60% and enhancing overall customer experience.
Employees: Repetitive tasks such as inventory counting and data entry are reduced by half, allowing staff to focus more on product displays and customer service.
Management: Real-time synchronization of inventory, staffing, and sales data enables swift decision-making. Cross-border stores can now collaborate instantly on product selection, stock transfers, and promotions.
To date, the Feishu system has been implemented in mainland China, Hong Kong SAR, Singapore, and Taiwan. Rollout continues in Japan. In the next phase, they plan to extend digital applications into product selection and display design. As operational efficiency is restructured, the speed of creativity and design will become the new competitive frontier.
Toys "R" Us is not alone.
Bananain leveraged Feishu to connect creative and execution workflows, reducing pre-promotion confirmation time for artwork and sample garments from two days to just minutes. Atour Retail integrated user feedback via Feishu Multidimensional Tables, establishing a closed-loop VOC (Voice of Customer) ticketing system to guide product iteration. More and more retail brands—including Pop Mart, Xiaomi, Anker, and Hisense—are using digital tools to improve efficiency and keep pace with the new rhythm of consumer demand.
As Ying Chen put it: "Over the past forty years, we built a paradise for children with 'large-format stores and full-category shelving.' For the next decade, we will rely on 'real-time collaboration and data insights' so that every customer who walks into our stores can discover instant joy."
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