A customer can visit a Build-A-Bear store expecting to be greeted by an enthusiastic employee. This added personal touch from employees, who are driven to imbue excitement in the consumers, enhances the experience and also nails word-of-mouth publicity for the store.
In addition to this, Build-A-Bear has effectively tapped into online social networking pages such as Facebook having more than 1 million fans and Twitter to further its reach on potential consumers.
Strong Merchandising Expertise: Build-A-Bear also caters to individual needs by offering a wide variety of fashionable accessories ranging from hats to shoes for the stuffed toys. The company is also active in rethinking of possibilities to widen consumer choices by adding to the already extensive collection of merchandise. Waiting Time: The queuing time at the stores can be quite long and frustrating.
This occurs especially in the stuffing line, when a consumer stuffs more than 1 bear and unexpectedly has to start the process all over again when there is a hole in one of the bears. This will delay the other consumers at the back of the line. Publicity and Positioning: Build-A-Bear brand awareness in the public is still relatively weak as it has not become a popular culture yet to seek out this store in particular to purchase bears as birthday presents or as gifts for other occasions such as Anniversaries, Valentines Day etc.
This lack of publicity could result in a decrease in consumer volume to stores and thus, there is a need to advertise aggressively in order to draw customers' attention towards Build-A-Bear products. This is to create franchisees that are well capitalized and bring extensive retail experiences.
The company can consider untapped markets like India, Malaysia and also some parts of South America. Social Media Advertising: Lane states that Build-A-Bear has no debt and significant cash, so they are able to invest in new initiatives. As the virtual and gaming worlds are in growth, enhancing Build-A-Bears new virtual world web site, bearville. This will create a highly interactive entertainment experience in the long-term where customers can shop online too. This is not evident in other countries since outlets in these countries are franchises.
Hence, by encouraging franchises to set up a similar feedback or suggestion Councils where consumers in other countries can suggest ideas for localized accessories in their own state, helps to promote and increase brand awareness and loyalty among them.
Changing Trends: The toy industry is ever-evolving as trends come and go, which means that few toys stay popular for a very long time. According to Liz , the average time every child spends online daily is about 1hour 48 minutes.
Thus, with companies like Webkinz and Neopets vying for childrens attention in the online space, Build-A-Bear has to compete and look into alternate ways to offer the breadth and depth of the Build-A-Bear Workshop experience. These have important implications for the companys current expansion strateg y, impacting its long-term performance. Also, these issues involve critical decisions that have to be made at the corporate level that will ultimately influence operations locally in the U.
Hence, the most vital strategy now for Build-A-Bear is to generate more awareness and increase its brand experience. This can be achieved in various ways: Enhancing its frontline customer service through exclusive employee training and development. Investing more in marketing and advertising through different avenues of social media.
Expanding international franchises that bring greater personalised store experience to customers. Providing rewards and privileges to delight customers by introducing value link gift card programs. As such, it is recommended that Build-A-Bear continue this strategy in the long-term, bringing in successful business models that are potentially lucrative to enhance its existing core competencies.
This will not only help to develop experiential retail concepts that highlight the companys entertainment brand but will also ensure consistent growth in the future. Bewerten, A. Build-A-Bear Workshop, Inc. Cited 13 November Glacobbe, A. How Build-a-Bear invented a bear market. CNN Money, online. King, M. Low unemployment rate, rising disposable income and a strong tourism industry will ensure growth in the retail market in Singapore.
Lane, A. Making Sense of Investing, pp. Liz, T. Screen addicts: Children spend more time in front of a computer or television every day than they spend exercising every week. Rikvin Group, And, critical to our success is our team of child "Cub Advisors" who provide feedback and ideas on new animals, as well as other products and services.
Most recently, they played a significant role in helping design our new interactive stores of the future. We will open 25 of these newly imagined stores in The idea is to make the store more experiential and tech-focused using iPads, Microsoft Kinect, and other technologies. You don't have to have all the ideas.
Let customers give you ideas. It's not about being psychic. We are just really good listeners. CS: Why do you put so much emphasis on understanding customers? MC: We work primarily with children, and when adults listen to them, they appreciate it. When I was a child, I was acknowledged by adults, and I believe that helped boost my confidence as I grew up.
Build-A-Bear Workshop wants to be good role models to children. The part we play with guests is helping them use their imagination. It's up to the child to create whatever they want. What does the next generation of Build-A-Bear Workshop look like? Our success is attributed to the personal connection we create with customers, and the experience they have of making a new best friend. Sharon's experience in retail and in the children's market is great.
We think a lot alike, but we also think differently. I want the business and the legacy of Build-A-Bear Workshop as an experiential and engagement leader to last forever. She will treat and care for it in a different way, but with the same customer-focused engine at its core.
For example, players could purchase additional amenities for their virtual pets with a certain amount of points. The retailer could also offer a mobile coupon to any user who excels in caring for their pet, to be used online or at a bricks-and-mortar store on a future purchase. Topics covered: retail tech, e-commerce, in-store operations, marketing, and more. Search x. Some information, such as publication dates, may not have migrated over.
Check out our topic page for the latest mobile commerce news. Denise drops her kids off at school, and then rushes to work as an accountant for a large firm.
Bobby leaves early to beat rush hour traffic on the way to his corporate job. After a long day of work, Denise rushes home to prepare dinner for her family.
Bobby makes it home just in time for dinner; he helps the kids with their homework before they go to bed. Denise and Bobby are generally frugal but splurge on special occasions. Denise dreads the holiday craziness. Bobby wants his kids to remember the fun they have together rather than the gifts that he gives them.
More than anything, they want to create lasting traditions with their loved ones. Playful Penny: Penny is a 3rd grader who loves all things pink, fluffy, and anything princess related. She sleeps with several stuffed animals at night; they comfort her and keep her safe from any possible monsters under her bed. She keeps up with pop- culture and is obsessed with Justin Bieber. She likes to watch TV and play games on her iPad at night before she goes to bed.
She is a happy child who loves to play and make up stories about her stuffed animals. Penny is silly and a little bit sassy who thrives on magical adventures outside the house. While Penny is treated like a princess everyday, the holidays are extra special for her because she gets to spend even more time doing special holiday activities with her parents. Primary Target Market Profiles 15 Rambunctious Ryan: Ryan is one of the most pawpular kids in the 1st grade.
Ryan enjoys getting dirty, riding bikes, and playing sports. He has a competitive spirit and he also enjoys playing games on his iPad when he needs some downtime.
Though he may not treat his toys with the utmost care, he still enjoys going home to his best furry friends. They comfort him after a long day and protect him from the occasional monster under the bed. They make him feel that he can be who he truly is.
Ryan has a beary sweet side that he reserves for his animals and special occasions. This side comes out even more during the holidays when he is blissfully happy helping his mom make gingerbread cookies and cuddling with his dad while watching his favorite Christmas movies.
These holiday traditions are something that he looks forward to all year. The big exception is their grandchildren. They are always looking for ways to spoil their grandchildren and take every advantage of their visits by showering their grandchildren with gifts. They enjoy making memories and would like to have more experiences with their grandkids. Creating an experience that will last a lifetime is beary important and is worth every penny spent.
Papa Howard and Nana June have created their own special holiday traditions with their grandchildren. Brand Essence 17 Consumers in the target market are heavily into traditions.
They enjoy creating traditions with their family and participating in special projects. The adults like projects that can create memories and new experiences, whereas the children are into having something fun to do. When it comes to the holidays, the research that was conducted showed that people are still connected with traditional characters.
Parents are connected with characters such as Santa because of the memories they hold with that specific character. With that being said, they carry those memories onto their children, which is why traditional characters will always be trendy. Gingerbread and candy canes also remain popular because they are classic holiday traditions.
Children enjoy making gingerbread houses because it is something they can create and eat afterwards. This is also a fun thing for parents because they get to share an experience and create a memory with their child. Candy canes are a symbol that the holidays are rolling around. It is a candy that comes in many different flavors and is a special treat for kids of all ages.
The children in the target market are also extremely tech savvy. They know how to use tablets and how to function various applications on cell phones. As technology quickly grows, the children in the target audience grow with it making them the perfect target for products that use a technology related item. Even as times change and technology advances, the research done among children and adults always brings back the theme of tradition. With the magic of the holidays every year, families get together to celebrate and make long lasting memories that they can cherish and have that special time with each other.
Even when times are rough, tradition is key to bring back the family. Strategy: To achieve these objectives, this campaign will use a heavy mix of promotions and special events to drive foot traffic. Experiential marketing will be used to increase bags and HPG. During the holidays when malls are exceptionally crowded, it is important to provide an extra incentive in order to encourage spending.
Family holiday traditions are viewed as very important to both target audiences, and by encouraging them to incorporate building each annual collectable bear, BABW can become part of their holiday traditions.
Product offerings that have the nostalgia as well as the exclusivity factor are most appealing to the proposed target markets. Strategy: In order to effectively and efficiently reach the proposed primary and secondary target markets, the campaign will focus heavily on nontraditional media while still contributing to more traditional avenues such as print and television.
A multi touchpoint campaign is imperative in order to keep engagement levels up and maintain the attention span of the target. All tactics will focus on charm holiday cheer, family traditions, and the interactive, exciting experience of bringing a new furry friend to life. Rationale: Consumer trends and insight suggest that the best possible way to connect with the target audience is through a multitude of platforms.
Being fully immersed in social networks and online, members of the target audience enjoy sharing experiences with friends and this campaign allows for BABW to humanize as a brand and do the same.
Rather than talking at the target, this campaign seeks to involve the target in the brand experience and create lasting memories and even traditions that can be shared through word-of-mouth or social media. The Pawliday Collection 20 Accessories for Mr. Bear Claws, modeled after the true Mrs. Claus, is a loving accompaniment and compliment to Mr. Bear Claws and is made of beautiful soft pink plush. Her paws are chocolate brown and display her favorite treat of Christmas cookies, embroidered on her left paw.
To complete the look, Mrs. Bear Claws has an attachedpolkadotbonnetandtinywireframeglasses. Optional accessories include a red and green vest adorned with jingling bells and a black belt, as well as red and green jingle bell shoes to match his embroidering. Hello Kitty, a well-loved pop culture icon, has been transformed for the holidays intoAngelica Hello Kitty. Girly girls who love sparkles will love her beautiful, glittering, white fur and her newly featured gold star.
Accompanying accessories consist of a glittery golden halo headband, a silky white princess dress with gold accents trimmed in gold glitter, and gold glitter coated shoes.
Rudolph and Clarice are the most pawpular reindeer in the North Pole. These smallfries have soft, smooth fur and love to play dress up. They are only available as a Black Friday promotion. Rudolph has a set of accessories consisting of a Santa hat, jingle bell collar, red velvet cape, and reindeer slippers. Clarice has a polka dot bow, jingle bell collar, red polka dot silk dress, and matching red shoes. Frosty is THE Snowman. When thinking of winter, Frosty the Snowman is top of mind.
Being such a success in previous years, he is making yet another comeback. This stuffable Frosty comes with a gray hat, red scarf, and a plush broom and pipe. Plus, his cheeks light up and make a magic sound. According to research findings, polar bears are a favorite winter animal, and appeal to consumers of different religions as well as non-secular audiences. Snowlar Bear will be an extremely soft plush polar bear with baby blue fur. When Snowlar Bear is cold, his fur is sprinkled with bright blue snowflakes.
Annual Collectable Holly, along with ivy, greenery, and mistletoe are considered the traditional plants of Christmas and inspired the creation of Holly Beary. The Holly Beary Bear will be a moderately soft stuffed teddy bear with emerald green fur. This will establish her as a collectable bear. Accessories sold with this bear will be a black headband with a red and green plaid bow and a holly leaf, a red and green plaid dress with a holly leaf belt, and black shoes with holly leaves as the buckle.
FiveThirty Advertising believes that by offering a line-up of annually released pawliday collectibles, Guests will be able to start a tradition of not only building a bear for themselves each year, but also donating to the Toys for Tots Foundation.
Future Collectable Recommendations: Poinsettia Puppy, with her pristine white fur, red ears, and red patch, is as bright and cheery as the pawliday poinsettia embroidered on her back paw and attached to her ear.
Moosletoe is made of smooth dark chocolate fur with red antlers to complement her red and green paws. Her other paw displays an embroidered image of mistletoe and can be seen magnified to the right. Creative Direction 29
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