store retailing

8/8/2019 Store Retailing

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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

store retailing

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