Build-A-Bear Workshop Case Study Solution
The build a bear workshop is a national company that offers an interactive experience to its customers. This concept that it has adopted, has resulted into it being one of the top notch companies in the world. It has spread its branches all over America and according to annual reports it continues to grow by the day. They are involved in making stuffed animals especially the teddy bears. The customer gets to choose his or her own personal choice of stuffed animal, and with the assistance of the shops’ attendant, they are taken through several stations that are involved in making the stuffed animal. The company has adopted an experience based shopping for many years which seems to work well for them.
This workshops concept, is not a fad and has the staying power, solely because, the workshop offers a fun filled experience to its customers at a reduced fee and thus, it keeps them coming back. The workshop has perfectly strategized their marketing approach, which is wholly concentrated on customer satisfaction. The unique experience that it offers is what has made it to be one of the leading retailer company in the world. An interactive platform is offered to the customers and it remains vivid in their minds. The children and parents who visit the shop get to interact with the product in each and every step of its making and this interaction process is what makes it exciting for them. In addition, the architectural phenomenology of the workshop stores is of essence and contributes to the interactive experience because, it resembles mini parks that represent a specific theme. The brand has diversified its services, not only in selling the stuffed animals but have turned their shops into party venues where birthday parties can be held. Moreover the workshop, adheres to the changing fashion trends and comes up with unique designs for the stuffed animals every now and then to break monotony.
Interaction with its customers continue even after the sale of the stuffed animal. The workshop gives the stuffed animal a unique number with which it can use to access the company’s website to play games and get music. In addition, the unique number can be used to track a doll that is has been misplaced. The workshop keeps updating its customer of new arrivals and never fails to send them birthday wishes. This goes to show that, the build a bear concept is something that is here to stay and will continue growing because the annual report shows its growth in sales. The company attributes the growth and success to the concept that it has adopted. Hence, consumer experience is critical when it comes to disposing off a product, they claim. Furthermore, the product has been there for several years and it has proved to be that of success.
The target for build a bear workshop is both children and adults who have children to whom they can give gifts to. Children of the age of 3-12 are their main target and mostly children under the age of 14 visit the stores, most of them being boys. The stuffed animal, is bought with a condo like case which serves as a marketing strategy. In that, once another child sees the cub condo he or she will be attracted and will want to get one for his or herself and thus, will end up visiting the stores.
For build a bear workshop to generate repeat visit to their shops, it can, offer a discounted price on their products. This way, every person including the poor can have a chance to visit and have the experience they offer. Moreover, they can expand their target market. Instead of focusing on children under the age of 14 only, they can also come up with products that promote love and friendship for an older age set. Some of adults also love toys as well and they can come up with stuffed or non-stuffed toys for their older customers. This will keep their customers coming with the assumption that they too will get something from the store apart from the family experience. Furthermore, the company can continue to expand its branches to other continents and come up with stuffed animals that people in that continent can relate with, this will keep customers coming back to their stores. The company can as well, settle for online services where, it gives tutorials on how to make stuffed animals for people who cannot access their stores directly and as well offer shipping services at subsidized prices. As it has been seen, the customer service that the company offers is quite remarkable and they can add on to that by, offering home deliveries for those children who are sick or disabled and cannot access the shops. Build a bear company, can offer awards for those who come to their stores, an award such as an additional stuffed animal or can hold games and competitions where one wins a stuffed animal. This gives a more exciting experience that will make the customers revisit the stores with the aim of winning a challenge. The store can come up with coloring books and story books that have stories that involve the stuffed animal that he or she has bought. This makes the stuffed animal more relatable with the owner.
All in all, the build a bear company is one that has had a remarkable growth and it continues to have this same growth even after a hundred years. Their success is fully attributed to their marketing strategy and their focus on services and customer experience. The shops attendants treat the customers in a way they would want to be treated and hence the customer services is very professional and ethical. The shopping experience that they offer is the one thing that is unique with the company and this is what has always made the company’s light shine.
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Build- A- Bear 1. Give examples of needs, wants, and demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on Build-A-Bear’s actions? The Build-A-Bear customer needs might include: • belonging—joining the Build-A-Bear “club.” • affection—creating and caring for another being. • self-expression—the ability to create a product that reflects elements of the self. You should consider how wants differ from these fundamental needs. Basically, they may need to belong, but could fulfill that need through any number of outlets. Based on cultural and personality factors, they develop a specific desire to belong to the Build-A-Bear club. In the same manner, affection and self-expression can be fulfilled in various ways. Why do Build-A-Bear customers desire to fulfill these through needs with Build-A-Bear’s product offering? Demands are differentiated from wants by the buying power of the Build-A-Bear’s