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Build-A-Bear partners with LYONSCG to “re-imagine the digital experience”

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Build-A-Bear Workshop, is to ‘reimagine the digital experience’, with a new online and mobile website that aims to bring the in-store experience – of choosing the husk of a bear, stuffing it and then sewing it up – to a range of devices, so kids can do it all at home.

Working with LYONSCG, the bear retailer is totally revamping its e-commerce strategy, design and platform implementation services, launching new sites for the US and UK.

Built on Salesforce Commerce Cloud, the sites feature a fun, immersive brand experience that “brings to life the iconic Build-A-Bear store experience, where guests create their very own furry friends using a hands-on, interactive process” on a range of devices.

With more than 400 locations worldwide, Build-A-Bear has welcomed countless kids and kids at heart to its stores, and created more than 170 million furry friends throughout the past 20 years. The in-store experience is built on an extremely unique and personalized model. Guests of all ages make memories together while stuffing their furry friend, then customizing it with sounds, scents, clothing and accessories.

The new Build-A-Bear digital experience is playful, emotional, and engaging, says the company. The centerpiece of the site is “The Bear Builder,” a fully integrated, interactive application that guides visitors through the process of creating a customized furry friend. The process concludes with a “heart ceremony,” where Guests not only select a heart for their stuffed animal, but are also prompted through sound and animation to make a wish, similar to the in-store experience. Another highlight is the seamless integration of the “Play” site, which includes videos, interactive games, and activities.

“We feel like we picked a great partner to support our digital initiatives,” explains Mike Early, Senior Managing Director of Information Technology, Build-A-Bear Workshop, Inc. “The LYONSCG 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.”

Further integration with the store is evident throughout the site, with features such as Find-A-Workshop and Build-A-Party that allow customers to book a party at a physical location. With Salesforce Commerce Cloud as its foundation, Build-A-Bear now has a flexible, scalable solution to drive innovation and growth for many years to come. The project also included several technology integrations including Salesforce Marketing Cloud, Deck Commerce, CyberSource, Avalara, and Channel Advisor.

“We’re very proud of this project. The team built an incredible digital experience that’s as special as the Build-A-Bear brand,” says Dave Barr, Co-Founder and Executive Vice President, LYONSCG, now part of the Capgemini Group. “The design, interactive features, and attention to detail throughout the site are truly impressive. We look forward to working with Build-A-Bear on additional enhancements that will make it even better.”

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