Construct-A-Bear transforms e-commerce with mobile-first web site

Construct-A-Bear Workshop Inc. is relaunching its e-commerce web site and enhancing its omnichannel, advertising and marketing and loyalty capabilities.

The specialty retailer is present process a multifaceted digital transformation that features revamps to its e-commerce, loyalty and advertising and marketing choices. Following are highlights from every space of Construct-A-Bear’s enterprise improve.

[Read more: Exclusive Q&A: Build-A-Bear adapts digital transformation to pandemic]


In latest months, Construct-A-Bear has been bettering its web site expertise and infrastructure, whereas launching new options. The corporate is rolling out its new mobile-first (that means the location is constructed for cell units after which modifies its engagement for desktop and laptop computer units) e-commerce web site design on Salesforce Commerce Cloud, which it has been utilizing as its e-commerce platform since 2017.

Supported by Deloitte Digital, upgrades embody enhancements to storytelling, product showcasing, and occasion and promotion sharing. The brand new web site additionally options quicker and extra seamless checkout and fee processes, and gives an improved Bear Builder 3D Workshop expertise, together with buy-online-pickup-in-store.

As well as, with the location’s enhancements, Construct-A-Bear expects to quickly be capable to present product availability particular to retailer places.


“Working with Deloitte Digital, we have now been capable of reimagine our on-line expertise on Construct-A-Bear’s web site,” stated Jenn Kretchmar, Construct-A-Bear Workshop chief digital and merchandising officer.We want our guests to get the same ‘wow’ factor they do when they walk into a retail store as when they engage with the brand online.”

Construct-A-Bear is investing in advertising and marketing options together with ABTasty, Cartful, Pimberly, Contentsquare, and Google Analytics 4 360, in a strategic transfer to broaden its digital capabilities and buyer personalization efforts. The corporate seeks to streamline the client journey to make sure a seamless expertise throughout channels.


Construct-A-Bear not too long ago launched the Salesforce Loyalty Cloud. The loyalty module gives instruments that leverage data relating to purchases from the thousands and thousands of members in its Bonus Membership loyalty program. The retailer intends to develop buyer lifetime worth with the supply of enhanced advantages and perks to consumers.

“We love having prospects in our retail shops, and we need to guarantee when a buyer leaves the shop they proceed to have a path of engagement and elevated loyalty with our model, so having the instruments to seize first-party information allows us to reengage and keep related, supply personalization for purchasing and gifting events and create a long-lasting friendship with our prospects,” stated Kretchmar.


“Whereas we have a good time the primary 25 years of success at Construct-A-Bear with our silver anniversary in 2022, we stay centered on the long run and our continued enlargement,” stated Sharon Value John, Construct-A-Bear Workshop president and CEO. “On the middle of those plans are two of our strategic pillars designed to ship sustained worthwhile development: accelerating a complete digital transformation and persevering with to evolve our retail expertise together with increasing our omnichannel capabilities. With a multi-year cadenced digital transformation, we will present our visitors a number of choices to attach with our model on a private stage, in retailer and within the digital area.”

As of July 30, 2022, Construct-A-Bear had 346 corporately-managed shops. By means of the Firm’s third-party retail enterprise mannequin, there have been 65 places with relationships that embody Carnival Cruise Traces, Nice Wolf Lodge Resorts, Landry’s and Seashores Household Resorts. The corporate’s worldwide franchisees operated 62 places on the finish of the fiscal 2022 second quarter.

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