Posted Date: 5/10/2011
Build-A-Bear Boosts Online Traffic 30% in April
Build-A-Bear Workshop's online sales grew 20% in March and April combined as the retailer experienced a boost in traffic to its website, increased fans on its Facebook page and gained users for its recently released application for iPhone. The retailer said it would continue to invest in these channels to grow brand awareness and spread product information.
During April, total visitors to Build-A-Bear Workshop's website were up 30% over the same period last year, and total visits to the site grew 15%.
The sales growth "reflects web-specific marketing initiatives, improvement in conversion, units per conversion, units per transaction and average dollar sales," said Maxine Clark, founder and chief executive bear of Build-A-Bear Workshop, during a recent conference call. "We've seen a significant increase in our add-on sales, driven by enhancements to our technology platform. We continue to expect a positive impact from our improved technology this year."
In addition to enhancements made to its website, Build-A-Bear Workshop's online sales were driven by a boost in social media and other digital channels. The retailer's Facebook community increased to over one million fans at the end of Q1, and the Build-A-Bear iPhone app, launched in Q4 of 2010, has over 500,000 users and over four million sessions played.
"We stood at 300,000 fans at the end of 2010, and with an all-out push, we have more than tripled our fan base in a very short time," explains John Haugh, president and chief marketing and merchandising bear for Build-A-Bear Workshop. "We have specific plans to engage these enthusiastic brand advocates and drive revenue both online and in-store. These digital initiatives will drive our online sales, which are showing double digit increases, as well as drive brand awareness and store traffic."