Build-A-Bear looks to enhance customer experience across every channel

Dan Berthiaume
Senior Editor, Technology

A specialty toy retailer is obtaining a complete view of customer interactions, regardless of channel.

Build-A-Bear Workshop Inc. has selected Salesforce as its strategic partner in digital transformation as it continues to diversity its retail portfolio, evolve its business model and build stronger relationships with consumers. By leveraging Salesforce's integrated Customer 360 CRM platform, Build-A-Bear expects to have a single source of truth about its customers across marketing, commerce, sales, and service.

This view will provide a seamless perspective on every customer’s interaction with Build-A-Bear. The retailer expects access to data and insights from Salesforce will help it deliver consistent, personalized experiences across all channels, including brick-and-mortar, e-commerce, and social media.

"We believe that expanding our strategic partnership with Salesforce can be transformative for our digital business," said Sharon Price John, Build-A-Bear Workshop president and CEO. "By leveraging Salesforce's data-driven and intelligent Customer 360, we anticipate accelerating our growth by delivering highly personalized consumer experiences for every guest across every channel. And we expect to benefit from these additional capabilities during this year's holiday season."

"We are proud to be Build-A-Bear's trusted advisor in digital transformation as they evolve how they engage with their customers across different channels," said Adam Blitzer, Salesforce executive VP and GM, Marketing Cloud, Commerce Cloud, and Community Cloud. "With Customer 360, Build-A-Bear will be able to realize its vision to predict customer preferences and deliver the right experiences at the right moment."

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