Thinking About Build A Bear Workshop

I've been asked for some thinking about Build A Bear Workshop(BABW) and since it is a featured case study in the book Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force I thought I would post my thinking here.

BTW, Creating Customer Evangelists is the subject of the current Business Blog Book Tour which stops at Startup Skills today. I would recommend checking it out. The authors are doing a great job giving us fresh insights into their work.

Build A Bear Workshop is a successful player in the mass customization experience retail market. This category includes everything from custom perfumes to handbags to decorate it yourself pottery places. The format is the same. Here is an activity in an experience place with a souvenir product. Success in these formats hinges upon the quality of the experience. If the store is too cold or too crowded or Buffy doesn't get enough attention at the birthday party the lasting impression is a negative one. People will not evangelize these businesses.

If you aren't familiar with BABW I suggest you follow the link above and explore their site. Additionally, I'd recommend picking up a copy of Creating Customer Evangelists for their excellent case study.

Build A Bear Workshop has fine-tuned their experience. They have even found a clever way to capture the name and address information for their customers. They invite customers to register their bears and include a barcode inside the bear. If the bear is returned to the company as a lost bear BABW will be able to reunite the owner with the bear by scanning the barcode. In the meantime they have customer data for follow up marketing and CRM.

The process and experience are refined but the question of competition and expansion are critical here. BABW can stay out ahead of competitors by remaining a special experience.

Stay Unique- Build A Bear Workshop should not look to over expand. If their customers encounter their stores everywhere it will loose its special experience related appeal. Sometimes people need/want to make an effort to go to a particular store/experience. (i.e. The Apple Store, Ikea, etc.)

Expand the Experience- Follow the conceptual lead of competitors in creating Destination Experience locations. The best example here is The American Girl Place in Chicago. Many people know the successful American Girl dolls that represent different periods in history. The dolls come with accompanying books that tell stories featuring the dolls. The books spark the imagination of the girls and appeal to parents and grandparents for educational value. Similar to the BABW the American Girl line includes a lot of cloths and accessories for the dolls. The American Girl place store on Michigan Avenue in Chicago has a café restaurant for special meals and parties with girls, parents, grandparents and of course the dolls. Also at the store is a small theater for a full-on live action musical featuring the doll characters. This is a classic example of brand becoming an all day destination experience for customers. I have personally seen moms fly in with their daughters just for a visit. The lesson for BABW is to develop expanded destination properties that include restaurants for parties and special meals, (They do have a nice feature of cross promoting mall restaurants for parties saying they aren't licensed for food and drink in their current stores) a photo studio for pictures with your bear, display areas for education about brand related causes, (World Wildlife Fund, etc.) a theater for live action shows related to the bears, a Bear Care emergency room for stuffed animals and other brand experience building features.

Staffing- The experience is so closely tied to the quality of the people hired. Creating regional destination experience venues creates a career track for store employees. Do well in a local location and have the opportunity to be promoted to the destination venue. Giving front line people a clear advancement path will attract high quality people.

There are so many lessons to be learned from Build A Bear Workshop. Even if you aren't providing a product for children study their example to learn how to delight your customers and provide excellent products and services worthy of being evangelized.

Comments

[joann righetti]

would it be possible to open a BABW in Logan, Utah...we believe the closest one is in SLC which is approx 90 miles away.

[Shirley Gruen]

Are all stores company owned or are franchises available? My daughter and I are interested in this franchise For Sarasota, Florida. Can you give us information regarding this possibility?

Thanks,
Shirley Gruen

[natalie jamison]

you should have a manatee that you can make

[Lisa Russo]

My mother, sister, and I are interested in opening a BABW. Is a franchise available? The closest one to us is approx. 150 miles away. Any advice or comments would be greatly appreciated!!

Thanks a million!!
Lisa Russo

[Alison Williston]

I am interested in opening a build a bear workshop.Can you direct me into the right direction? The closes one to us is about 60 miles away.

Fenton, MI

[rick yost]

BABW are all corporately owned, an alternative that is very well done is The Bear Mill. thebearmill.com It is a franchise and has many locations available.

[John & Elena Ziarnick]

We are interested in opening a build a bear workshop. Can you direct me into the right direction? Any advice or comments would be greatly appreciated!

Thank you,

John & Elena Ziarnick

[Sharon]

I am interested in learning more about opening a BABW in my area. I this a possibility, is BABW a franchise?

Thank you for your time,
Sharon

[Susie]

Hi, I have the same question as so many others, is the BABW a franchise? If not it should be, I have no idea where the closest one to me would be. I visited on in Destin Florida, but that was well over 150+ miles away on vacation. There are so many other kids who would love the experience. My sisters and I would love to open a build a bear workshop and pass it down to our kids and of course whom will pass it on to their kids. It's so unique, I think it will be around for a long time.

[Aaron]

Was wondering how to go about opening a BABW in our area, the closest one is over 150 miles away. Please let me know. My husband and I are very interested.

[Mirk]

Just surfed in. Great site! You're doing good work, guys! Thanks;)
[url=http://choco.mail15.com] chocolate [/url]

[Quintin Kent]

I am moving back to South Africa at Christmas and wonder if it is possiable to set up a franchise over there. Regards Susie

[Dorothy E. Koch]

Please forward all available info as to direct stock purchase or transfer agent for Build-A-Bear Workshop. === Thank You

[Shannon]

Is BABW available for a franchise? If so, could you please send me information?
Thank you, Shannon

[Bear in the Know]

Build-a-Bear workshop is ONLY available as a franchise outside of the USA. It was privately held (by founder/owner Maxine Clark) until late 2005, now it is publicly traded on the NYSE, symbol BBW. BABW does not want to expand too widely, it would dilute the specialness of it. Don't be fooled by the person touting "thebearmill.com", those fly-by-night mall kiosk type bear stands sell shoddier, more expensive product, and rarely stay in business long. I see their stuffers being offered on ebay all the time from stores that tanked. BABW has that special "something" a sort of lighting in a bottle that it's imitators haven't been able to catch- ONLY at BABW will you see products like Batman, Superman, Spider-Man, Walt Disney characters, Hello Kitty, etc. You'll never see their immitators product at Target stores or Penney's either. BABW has forged great relationships all over the retail world.

[Tim & Maria Donovan]

We are interested in opening a build a bear workshop. Can you direct me into the right direction? Any advice or comments would be greatly appreciated!

Thank you,

Mara Donovan
Winter Park FL

[Darlene Dearing]

I would like to inquire about a Franchise also.

[Kerri]

The following company is similar and specializes in daycares and birthdays. You have the opportunity to buy your own business. Check out www.isail2u.com

[rick]

I don't know how Shannon (Above) got her info, but she is misleading. While there are companies out there selling shoddy equipment and shoddy animals to stuff, the Bear Mill is not one. It has Franchises in all parts of the US and Canada. None of it's franchises has ever gone out of business. I know because I own two (maine and New Hampshire) of them. They offer quality animals in a larger selection than BBWS and more outfits. Their stuffing machines are the bets in the business and you can own one affordably. It is a well thought out concept and if you are in a buil A Bear free area I would recomend it highly. I will point out that I have nothing to do with the Bear Mills parent company. I am just a satisfied franchisee.

[Naomi Alberts]

I would like to know if you have any "Build A Bear" Franchise opportunities in South Africa? We are visiting in Canada but return to S.A. September 1, 2006.

Regards

Naomi Alberts

[Naomi Alberts]

I would like to know if you have any "Build A Bear" Franchise opportunities in South Africa? We are visiting in Canada but return to S.A. September 1, 2006.

Regards

Naomi Alberts

[Naomi Alberts]

I would like to know if you have any "Build A Bear" Franchise opportunities in South Africa? We are visiting in Canada but return to S.A. September 1, 2006.

Regards

Naomi Alberts

[Heather Dobbie]

On a recent trip to Sydney,Australia I discovered my first Build a bear workshop and thought what a wonderful concept. Could you please let me know about about any information about this franchise. Thanks, Heather

[Norma Scott]

Could you please let me know about opportunities in South Africa

[Carla]

If you want to have a build a bear like party in your home or party location, check out Stuff A Friend.

It is a mobile stuff your own animal workshop that requires NO SEWING! The prices are reasonable and the quality is amazing!
www.stuffafriendshop.com