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Build-a-Bear to Re-launch Web Store For Enhanced Personalization & Engagement

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Build-a-Bear Workshop
will re-launch its web site on ATG Commerce OnDemand, according to a press release. The interactive entertainment retailer of customized stuffed animals is looking to enhance the unique, interactive in-store experience and attract and engage guests through its online channel.

With a broad and loyal customer base and strong merchandising expertise, the management team of Build-A-Bear Workshop was seeking an e-commerce partner that could power a relevant and personalized shopping experience on the company’s retail site, buildabear.com.

ATG Commerce OnDemand, a hosted e-commerce solution available via Software-as-a-Service (SaaS) or a license with dedicated hosting and managed services, provides Build-A-Bear Workshop with advanced personalization capabilities designed to tailor content for a variety of guests. Business tools designed for use by merchandisers are designed to allow the company to make targeted offers to encourage increased order sizes, and make personalized promotions. Build-A-Bear Workshop will have complete real-time control over its online merchandising to adjust marketing tactics in response to customer dynamics, according to the release.

In addition to ATG Commerce OnDemand, the company will also provide ATG Recommendations, an automated, personalized merchandising service, designed to make relevant merchandise recommendations to shoppers and strengthen customer loyalty.

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“Personalization is what we’re all about,” said Founder & CEO Maxine Clark in the release. “From the moment kids of all ages walk into a Build-A-Bear Workshop store, they are empowered to express their creativity and give their furry friend a unique personality. With a broadened web presence, we are providing a relevant online experience that increases Guests’ enjoyment of their furry friends.”

ATG partner Razorfish, an interactive marketing and technology services firm, will support the design and launch of the new site.

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