Build-A-Bear Workshop
1954 Innerbelt Center Drive
St. Louis, MO 63114
Phone: (314) 423-8000
http://www.buildabear.com
Insights
According to a Google search of Build-A-Bear “related” companies, Cold Stone Creamery, McDonald's and Starbucks were identified as its top three peers. This tells us that similar people are visiting these sites, but also tells us that content on each site relates. Relative to peers, Build-A-Bear is in a strong position. In an analysis by Turner DeVaughn, Build-A-Bear compared favorably to the three, scoring an 80 out of 100, which is good. The peer group averaged 63, which is a failing grade.
Testimonials by parents and other consumers make a shopper feel more comfortable about a purchase: http://www.buildabear.com/aboutUs/OurCompany/GuestTestimonials.aspx. As good as the site is, it fails to present a compelling value proposition, or to open a town hall conversation with customers — in the form of a Dialogue.
Build-A-Bear understands what motivates its market, which is critical in practicing revenue-minded marketing. It adds to its knowledge through online surveys, which are awkward when you don't feel you get anything in return for your time. A better model is to allow a consumer to see how others responded to the same questions, creating more of a sense of community.
Benchmark
| Company name | Rating | i | ii | iii |
|---|---|---|---|---|
 |
||||
| Build-A-Bear Workshop |     |
20 | 10 | 10 |
| Cold Stone Creamery |  |
10 | 0 | 0 |
| McDonald's | |
20 | 0 | 0 |
| Starbucks Corporation | |
20 | 0 | 0 |
| Average |    |
18 | 3 | 3 |
Last updated: Friday, August 31, 2007