Clark had hit on the perfect combination: a universal product and a new way to sell it, and then to continue to sell. Directional audio is yet another of the techniques used by retailers to try to prolong time in-store and increase the amount they spend.
It made a loss in , when Clark left, before bouncing back into profit. In short, a big chunk of its profit was down to gift cards that had been sold not being redeemed. The pay-your-age promotion was meant to be the start of a new thrust. By making it open only to members of the Build-A-Bear Bonus Club, it hoped to entice scores of new customers to register.
Doubtless they succeeded. Unfortunately, the offer they made was just too good. In the wake of the fiasco, a YouGov poll found that while awareness of the brand had rocketed, that awareness was almost entirely negative. And, as Birchall observes, the episode was entirely avoidable. At this point, it would be apt to give the last word to Build-A-Bear.
I sent them 15 questions, most of which were purely factual, and some specifically about the pay-your-age promotion. That said, we did want to share the press release regarding the Build-A-Bear Count Your Candles program to ensure you had the full details on this program that launched last week.
So I go to Brent Cross shopping centre in north London, to the branch hidden away inside the Fenwick department store. There were no customers there on a warm Wednesday morning during term time. Can I speak to the manager, please? Would you be willing to tell me what it was like to be in charge on the Thursday of pay-your-age? She looks panicked and says she has to call her boss. A couple of minutes later, she returns. No interviews. But the bears still sit there in their rows, waiting to be stuffed, fluffed, named and taken home.
Fluffed it! The truth about Build-A-Bear's day of mayhem. Build-A-Bear underestimated the devotion of its young fans — and the human appetite for a bargain. Photograph: Christian Sinibaldi for the Guardian. Browse From passports to trainers, clothes hangers and sunglasses, we have every accessory a teddy bear could need!
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