The Build-A-Bear Workshop Cross-Channel Strategy

April 2012 Integrated Solutions For Retailers

By Erin Harris, associate editor

By personalizing the online shopping experience, Build-A-Bear Workshop increased brick-and-mortar, Web, mobile, and call center traffic.

Build-A-Bear Workshop is a shining example of cross-channel retailing done right. With more than 400 stores worldwide, the retailer does not have a clear competitor due to its unique interactive make-your-own stuffed animal retail entertainment experience. Despite its lack of competition, Build-A-Bear Workshop continues to improve the customer experience, and recently, the company did just that with the recent relaunch of its website, buildbear.com. The goal of the new site is to work in tandem with the company’s unique, interactive in-store experience and to attract and engage customers, called Guests, in its online channel. With a broad and loyal customer base and strong merchandising expertise, Build-A-Bear Workshop sought an e-commerce platform that could power a relevant and personalized shopping experience on the website.