READ CASE STUDY FIRST!

ATLEAST 200 WORDS FOR ANSWER!

Q: How can you apply total retail experience and relationship retailing for build-a-bear?

CASE 2 Build-A-Bear Workshop: Where Best Friends Are Made Modern consumers want good value, low prices, and con- Build-a-Bearville (buildabearville.com) is its online virtual venience, but they also appreciate a great shopping experi- world where users can play with each other and play ence. Build-A-Bear Workshop usually locates its more games. The bears that they bought at the store have a than 400 stores in malls worldwide. It generates over $450 unique code that allows the user to redeem gifts while million in annual sales by offering customers the opportu- playing games in Build-a-Bearville. nity to make their own stuffed animals, complete with Customers pay about $25 for the basic bear, but they clothing and accessories. can also buy music, clothing, and accessories. To keep the In 1997, Maxine Clark came up with the idea for Build- experience fresh, Build-A-Bear Workshop regularly intro- A-Bear Workshop and opened a storefront in St. Louis. duces new and limited-edition animals. Clothes and acces She had plenty of experience in the corporate side of re- sories are also updated to reflect current fashion trends. tailing, having worked for Payless ShoeSource and May Outfits for the bears complement the owner's interests Department Stores. Clark left corporate America on a and personalities with themes such as sports, colleges, mission to bring the fun back to retailing. Currently, the hobbies, and careers. Some children and their parents company has sold more than 70 million furry friends. hold in-store birthday parties, with music playing from The bear-making process consists of eight steps, the store's official CD. To ensure customers enjoy a great Choose Me, Hear Me Stuff Me, Stitch Me, Fluff Me, experience every time they visit, all sales associates attend Dress Me, Name Me, and Take Me Home. The stores a three-week training program at "Bear University," and mirror the chain's name: Customers, or builders, choose the firm offers incentive programs and bonuses. The in- an unstuffed animal and working with the retailer's staff, ventory in the stores changes frequently, with different move through eight "creation stations" to build their own bear styles arriving weekly bear (or other animal). At the first station, the Stuffiteria, children can pick fluff from bins marked "Love," "Hugs also feature limited-edition The teddy bear came into Build-A-Bear Workshops REFACT and Kisses." "Friendship," and "Kindness." The stuffing is and seasonal merchandise, being in 1903, when President sent through a long, clear tube and into a stuffing ma- such as a Beary Businesslike Teddy Roosevelt refused to chine. A sales associate holds the bear to a small tube while --Curly Teddy for Father's shoot a cub while bear hunt the builder pumps a foot peddle. In seconds, the bear takes Day; mummy, wizard, and its form. Before the stitching, builders must insert a heart. witch bears for Halloween; thereafter referred to as the ing. The spared animal was The builders follow the sales associates' instructions and and a Sweet Hugs & Kisses Teddy Bear rub the heart between their hands to make it warm. They Teddy for Valentine's Day. then close their eyes, make a wish, and kiss the heart be- fore putting it inside the bear. After selecting a name and having it stitched on their animal, builders take their bears to the Fluff Me station, where they brush their bears on a DISCUSSION QUESTIONS "bathtub" that features spigots blowing air. Finally, they move to a computer station to create a birth certificate 1. Do you suggest Build-A-Bear to be Bears go home in Cub Condo carrying cases, which act exclusive, selectist or intesi, WHY? as mini-houses complete with windows and doors. In ad- 2. Which 2 elements of Retailing Concept and dition to serving as playhouses, the boxes advertise Build- most important for Build - - Bear, who A-Bear Workshop to the child's friends. You could buy 3. How to apply Total Retail Experience and a bear anywhere," says Clark, Chief Executive Bear. "It's Sources: www.buildabcar.com (accessed July 7, 2010). Relationship the experience that customers are looking for." The expe- www.buildabearville.com (accessed July 7, 2010), rience isn't limited to the stores themselves. The retailer's retailing? Web site, buildabear.com, embraces the same theme. This case was written by Barton Weica, University of Florida. Ref:(leny 4 Wertz., 2012)