The Entertainer has confirmed that it is developing a new digital platform, set to launch in spring 2027, which will introduce AI-powered shopping assistance, conversational product discovery and improved search.

The changes are designed to make it easier for customers to navigate The Entertainer’s broad toy and collectibles range, with the retailer looking to tailor the experience around different shopping missions, from parents buying for children to gift shoppers and adult collectors.

It will also roll out new web and mobile experiences alongside an upgraded Click & Collect journey, creating a more joined-up experience between its digital channels and stores.

Personalised recommendations, richer content and curated product journeys will also form part of the revamp, with further developments across loyalty, retail media and social commerce planned longer term.

The Entertainer has appointed THG Commerce, part of THG Ingenuity, to build and operate the new platform as part of a multi-year partnership.

The technology will draw on THG Ingenuity’s work with Google Cloud, including tools such as Vertex AI Commerce Search and Gemini.

The Entertainer digital and marketing director Malcolm Carter said the investment would help the retailer rethink the customer experience across both digital and stores.

He said the business wanted to combine its product expertise and brands with technology that makes it easier for shoppers to find the right products.

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