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Experience Co-Creation in Retail
Build-A-Bear Workshop Case Study
Group Members:Girijesh Kumar
Ashok Kumar Singh
Pankaj Mani
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Build-A-Bear Workshop Is A Highly
Successful, Innovative Retailer
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St res Sell St ffe imals T at Ki s
Desig a il I -St re
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Stores Create Unique, Interactive
Retail Entertain ent Experiences
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Build-A-Bear Workshop Has A
Successful Track Record Of New Store
Growth
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And Its Store Model rives Superior
Sales Per Square Foot
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As Well as High Gross Margin and
Expense Leverage
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The Build-A-Bear Workshop Store Consists of A Series of Fun, Fully-Interactive
Bear-Making Stations Where Guests Create Their Own Stuffed Ani als
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ChooseMe
Hear Me
Stuff Me
Stitch Me
Fluff Me
Name Me
Dress Me
Take MeHome
In-StoreBear
MakingProcess
In Build-A-Bear Workshops stuffed animal-making assembly line,
guests select the furry animal they want to make, choose the sound
the creature will utter and then stuff, stitch, fluff, name, and dress their
new friends. The entire process takes approximately 20 minutes.
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Guests First Choose They Type of
Stuffed Ani al They Want To Make at
the Choose Me Station
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Next, They Select A Sound For Their
Bear at the Hear Me Station
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The Next Step In the Process Involves
Bear-Stuffing at the Stuff Me StationIncluding Putting Hearts Inside
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This Is Followed By Stitch Me and
Fluff Me Steps
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Then Guests Give Their Stuffed
Ani als A Na e at the Na e Me
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Guests Finish The Process By ressing
Their New Stuffed Friends
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And By Taking Their New Stuffed
Ani al Ho e
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Through The Bear-Making Process
Every Step of the Way
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For Exa ple, E ployees Help Young
Custo ers At Each of The Bear-Making
Process Stations
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E ployees Also Often Sing Happy
Bear-day to Young Guests
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Source: www.laughingplace.com
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Store Associates Master Bear Builders Are
Carefully Recruited, Receive Training, and Are
Given Career Opportunities
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Employee Training Is Thorough
Associates go through a three-week training programat Bear University.
Receive extensive training in customer communication and are
taught the value of working effectively as a team. Allows the company to hire people without retail experience.
Many of our employees look at this as a career, not
just a job. Employees are glad to work in a place
where they receive 'psychic income.'
Retail may not pay top dollar, but there is a lot ofsatisfaction here. One of my marks of success is
having our associates grow with the business and
move up the chain.
Company Founder, Maxine Clark
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The Co pany Culture Is Fun and
Highly Supportive of E ployees E ployees are called associates and have titles like professor of bearology, honey
anager and bearitory leader.
At World Bearquarters, e ployees can ride on scooters, and dogs and kids are
welco e in the office
Both the en's and wo en's bathroo s are equipped with diaper-changing stations and
there is a roo with a TV set and toys for workers' children.
Benefits
The co pany offers flexible work schedules and teleco uting.
The benefits package includes edical and dental insurance, a 401 savings plan, and life
insurance
Each e ployee gets 15 honey days a year to use for vacation, illness or whatever the
person wishes.
Build-A-Bear also contributes $100 annually toward a wellness progra , such as a health
club e bership.
Perfor ance Feedback
All e ployees can receive feedback fro individuals and depart ents they support
Also, Guest Feedback lets staff know how they easure up and what op-bear-tunities
they have to i prove. 19
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Build-A-Bear Workshops Interactive Platfor Allows Creation of an Al ost Unli ited
Nu ber of Personalized Stuffed Ani als Fro A S all Nu ber of S Us
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Less than 450 SKUs in store are able
to give customers a tremendous
amount of customization choice
SKU types include animal skins,
clothing, shoes, and accessories such
as sunglasses.
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Exa ple Outfits
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Exa ple Accessories
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Exa ple Shoes
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Exa ple Custo ized Stuffed Ani als
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Pricing Transparency Throughout The
Bear-Making Process Allows Guests To
Re ain In Control Of Their Cost
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Build-A-Bear Workshop Engages Its ey
Custo ers Children - and Their Co unities
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Current Customers and Community
New York City Store
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The Interactions That ids Have In-Store
Often Include Their Fa ilies and Friends
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By building their own stuffed
animal bears, kids can be
creative, play, and
experience joy and fun.
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Build-A-Bear Workshop Has Created A New
Experience Environ ent Called Build-A-Party
That Involves Whole Groups Of Custo ers
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Build-A-BearWorkshopIn-Store
ExperiencePlatform
Website
StoreEnvironment
MobileStore
Environment
SportsStadium
StoreEnvironment
Friends2B Made
StoreEnvironment
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