Build-a-Bear store redesign, retail localization, shopper marketing

Build-A-Bear Workshop unveils new, interactive store design

Build-A-Bear Workshop has unveiled its new store design, at West County Center in St. Louis. The store is one of six locations that the company will open this year in select U.S. markets. The interactive design merges the retailer’s signature hands-on bear-making experience with innovative technology. It allows customers to personalize the bear-making process and offers them a different experience each time they visit a Build-A-Bear Workshop store.

Build-a-Bear store redesign, retail localization, shopper marketing

“Build-A-Bear Workshop invented experiential mall-based retailing 15 years ago and has been the leader in providing interactive experiences for kids of all ages,” said Maxine Clark, founder and CEO of Build-A-Bear Workshop. Since our inception, over 100 million stuffed animals have been made in our stores. With this new store design, we have combined the love of a teddy bear with the best of digital technology. We look forward to continuing our leadership in the interactive retail space.”

The new design features an interactive storefront that will change with the seasons, holidays, or other special events. It uses Microsoft’s Kinect technology and interactive touch elements, allowing shoppers  engage and play with the signage at the front of the store. In other new elements, shoppers can customize their furry friends with special personality attributes displayed as emoticons on an interactive table. Using Samsung’s SUR40 with Microsoft PixelSense technology, shoppers can add unique traits — like cuddly, brave, silly and smart — to their red satin hearts, which are inserted inside the stuffed animals during the Stuff Me process.


[via Chain Store Age]

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