Smyths Toys

Making child’s play of customer service enhancements

Smyths Toys is a leading provider of children’s entertainment products with 80 stores throughout the UK and Ireland. The company’s goal is to provide consumers with an extensive range of high-quality products at competitive prices. Smyths Toys offers a wide range of products, from children’s toys and games to child car seats. Traditionally, this market has been very competitive, and the growth of the online markets has intensified this further.

Over the past five years, the Smyths Toys online presence has grown at an exponential rate as visitor volumes increased. Associated marketing budget has also risen to increase sales and decrease customer conversion costs. In an effort to continually improve and meet the needs of buyers, Smyths Toys desired better understanding of visitor behaviors and profile attributes to engage through real-time “predictive communications.”


  • CSAT ratings increased to an average of 4.6 out of 5
  • Fewer support tickets
  • Superior visibility of customer movement around website

As the customer care manager at Smyths Toys, my role is about keeping the customer happy. We have a large volume of traffic to the website and a high number of customer tickets daily. Since using Altocloud, we have improved efficiency of the team and are solving customer issues more quickly. With the visibility that Altocloud Customer Context offers, we can see exactly what they did on the website including previous visits. The most important benefit is our new ability to engage customers who would have previously left our website without a sale.


  • Lack of flexibility of existing chat solution
  • Limited functionality to meet growing customer needs

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