TECHNOLOGY

Build-A-Bear Workshop ups its online strategy

BY Marianne Wilson

Build-A-Bear Workshop wants customers to have just as much fun online as they do in its stores.

In partnership with Lyons Consulting Group (part of Capgemini Group), Build-A-Bear has re-imagined its total digital experience, launching new web sites for the U.S. and U.K. markets. The sites, which are built on the Salesforce Commerce Cloud, feature an immersive brand experience designed to reflect Build-A-Bear’s iconic store experience.

The centerpiece of the new site is “the bear builder,” a fully integrated, interactive application that guides visitors through the process of creating a customized furry friend. Similar to the in-store experience, the process concludes with a “heart ceremony,” where the customer not only select a heart for their stuffed animal, but are also prompted through sound and animation to make a wish.

Another highlight is the seamless integration of the “play” site, which includes videos, interactive games, and activities. Further integration with the store is evident throughout the site, with features such as a feature that allow customers to book a party at one of Build-A-Bear’s stores.

“We feel like we picked a great partner to support our digital initiatives,” said Mike Early, senior managing director of information Technology, Build-A-Bear Workshop, Inc. “The Lyons team has demonstrated a very high level of commitment, expertise, and creativity. We are incredibly happy with the results and look forward to continuing to work with them as we further enhance our new platform.”

The project also included several technology integrations including Salesforce Marketing Cloud, Deck Commerce, CyberSource, Avalara, and Channel Advisor.

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