2013 Winner Profile

Build-A-Bear Workshop

Project Description:
Building on its reputation of providing customers with imaginative in-store experiences, Build-A-Bear Workshop customers are now offered an even more personalized and interactive retail adventure, designed with today's tech-savvy young consumer in mind. Using interactive touch-screen and customer engagement technology tools by vendors such as Epicor Software, Microsoft, Samsung and Infusion, Build-A-Bear Workshop customers can now personalize their bears more than ever. Children can add new personality attributes and new sounds, and even infuse their toys with scents like bubble gum and cotton candy. The CRM technology allows Build-A-Bear Workshop to gather important data about all the choices its customers are making, allowing the company to tailor its loyalty campaigns and promotions. Sales at three of the newly designed store locations were up 30 percent since October 2012.
Project type:
Customer Service or Customer Relationship Management (CRM)
Business Functions:
New Product/Market, Marketing, Sales
Business Goal:
Customer Impact
Dave Finnegan, CIO
Maxine_ Clark, Founder & CEO
St. Louis, Mo.
Retail, Wholesale or Distribution
Revenue (2012):
$380 million
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