PUBLIC Smyths Toys HQ UC is one of Europe’s largest specialist toy retailers, with 227 stores across Ireland, the United Kingdom, Germany, Austria, and Switzerland. The company focuses on getting the basics right, which allows it to deliver an excellent customer experience across all sales channels. Being in-stock with a high availability of top-selling lines is key to the success of Smyth Toys. When the pandemic forced all stores to close in 2020, the company became completely reliant on online commerce overnight. While this put unexpected pressure on its Web site and its ability to fulfill orders, Smyths Toys also had to contend with the release of next- generation PlayStation and Xbox game consoles along with the usual holiday season peaks. Needing to react at pace and with agil

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