What’s the problem with our Store Locations on Google now?

Currently if we search for Toys"R"Us store locations on Google, the search results show the locations in different naming formats, which are not easy for customers to recognize the store that they are looking for at the first glance. The store information is not officially provided by Toys"R"Us and thus may mislead customers as well.

Why Google Locations are important to us?

By doing this setting, we can have standardized store names to display on Google and gives customers accurate store locations and trading hours for referencing.

Who will do this?

To have a better management and ownership of our Toys"R"Us stores locations & details on Google, we need to create, claim and verify our stores information through Google My Business.

This pack is to be followed and lead in each market by the eCommerce manager.

Timings

Please start working on this as soon as possible since it takes time to verify after you have claimed the locations.

Summary of things you need to do

This pack outlines the tasks & steps that you need to follow to finish the Google Locations setup. Here is the summary of things you will need to do –

Every Google location should have 1 primary owner, 3 owners and multiple managers or site managers. The roles are:

Primary Owner – Digital Support team ([email protected])

Owner – Asia Marketing team ([email protected])

Local eCommerce team ([email protected])

Local Marketing team ([email protected])

Manager – eCommerce or Marketing team members (individual TRU accounts)

Site manager – Customer Service team members (individual TRU accounts)

No other manager or owner accounts are allowed. Old accounts need to be removed.

*The Regional eCommerce team will assist with this step to transfer the ownership after local teams have created and verified the locations.

Below is the list showing the access level of each type of role.

Before you start, please login to your own eCommerce Google Account ([email protected] which is assigned and setup by Regional team).

Step 1:

Visit https://business.google.com/locations, click “Sign in”.

Step 2:

Enter the below email address as your Google account logins accordingly.

If you have forgotten your password, please contact Regional eCommerce team at [email protected]

Getting ready to start creating a new location? You have one more thing to do before adding new location:

Search on Google Maps whether the store location that you want to create exists already.

https://www.google.com/maps

If you find the location and it remains unclaimed, click “Claim this business”.

For details on how to claim the business, please jump to “Verification of Locations” section in this document.

If you can’t find any related locations, please follow the steps in the following sections to create and claim new locations.

Make sure you are logged-in as the manager account to claim the locations.

After you have logged in, click ① “Manage Locations”.

You should have already been assigned with a location group with your country name, click ② to select the group with your country name.

Click ③ “Add location”, then select ④ “Add Single location”.

The next step requires you to input the Business name, that is basically your store name.

Please follow the standard as Toys“R”Us - Shopping Mall and/or District Name

E.g. Toys“R”Us - ABC Mall

Babies“R”Us - Tsim Sha Tsui

Toys“R”Us Babies“R”Us - Mongkok

Toys“R”Us/ Babies“R”Us/ Toys“R”Us Babies“R”Us always comes first, then space+dash+space, followed by Shopping Mall name or the district name

(depends on which one is more well-known to customers).

Select “Yes” and click “Next” to proceed.

In this step you will need to input the correct store address. The address line settings are different for each market.

Please input the store address according to your local setting.

When you are inputting the street address, if there is not enough line, you may click “Add Line” to have extra lines.

After you have finished inputting your address and proceed, Google may suggest some existing listings on Google Search or Maps with same address you have just input.

Click the one with same locations as to take over the ownership of this listing, and you can manage it after you have verified.

If their suggestion just does not match with the one you are creating, click “this doesn’t match” and proceed to next step.

We suggest you tick “Yes” and

Input the country name in the next answer (i.e. Singapore, Hong Kong, Malaysia, Taiwan, Brunei, Thailand, China)

Select “Toy store” as the business category for TRU only stores or TRU BRU stores.

Select “Baby Store” as the business category for BRU only stores.

Next step is to input the store phone number that your customers will be able to contact you with, and your website address.

It is important for you to fill in

If you don’t, other people can make suggestions to your locations, which the data may be wrong.

After you have finished all the above steps, the location creation is done. Go back to the Location List, you will see there are Locations that are not being verified.

Click “Verify now” –

There’s two ways to verify –

1. To receive phone calls

(*Recommended, but you will need to pre-contact stores to take the call and mark down the number)

2. To receive postcard by mail

(*Not recommended as it takes up to 14 days to receive the card)

Either way you choose will give you a code. You may need to work with stores to get the code.

Keep the code and go back to this page, enter the code to finish the whole process.

Done!

While you are waiting for verification, there is something more that you can do to complete your profiles.

Apart from the store locations, you also need to create and claim the office locations as in case someone need to come to the office.

For the Business Name, please follow the format as

Toys“R”Us Corporate Office - Market

e.g. Toys“R”Us Corporate Office - Hong Kong

The steps are almost the same with claiming a store location, but before you click “Add Location”, please make sure that you are adding office location under the list “Ungrouped locations”.

For category, please select “Corporate office”.

You may follow the remaining steps to finish the application.

We need to upload the logo and cover photo of our business locations one by one. These photos can help customers to recognize our business easily.

Logo will be shown in these areas:

Regional eCommerce team have created the logo and cover photo for the location, and uploaded to TRU Asia eCommerce SharePoint:

TRU Asia eCommerce - Documents\# Artwork\General Artwork\2019\Google Locations

Logo (mandatory) - 5200 x 5300 pixels

Cover photo (mandatory, applies to all stores) - 2120 x 1192 pixel

Interior/ Exterior (optional) - Add any photos you like to show how your stores look like.

Steps to add a cover photo or logo

Photo Guidelines

Your photos look best on Google if they meet the following standards:

Customers are always able to suggest an edit to our locations on Google. We can see the notifications if you go back to GMB “Manage locations” page. We must check and clear this regularly to ensure that all our information listed are correct.

Click “Review updates” to see what’s the suggestions made by customers to our profile.

Referring to the example on the right-hand side, the info in Orange are the fields that customers made an edit.

If you do not agree, click the pen logo to edit it.

If you agree with the suggestions, click the orange button “confirm” at the bottom of the page to accept ALL suggestions.

It is an important exercise and need to be checked EVERY WEEK. Changes are not allowed unless they match the facts & standards.

Primary Owner & Owners can grant user permissions to manage the locations. Primary Owner & Owners accounts are NOT for day-to-day use. All users should use their own account to login to google and manage the business.

Please use your work email address @toysrusasia.com to register a Google account in advance. NO other accounts can access. After that, please contact the Owners to grant you access.

User setups need to be done for the business locations one by one.

Owners please follow the below steps to do the setup:

Click the location that you are looking for → Click “Users” →Click the button →Invite new users

Next step is to input the email address of the user.

Please note that you must only allow eCommerce team members to be “Manager”, and Customer Service team members to be “Site Manager”.