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Build-A-Bear Workshop re-launching Web store

Retail Editor 2 -- Gifts and Dec, 8/30/2010 10:53:02 AM

CAMBRIDGE, Mass. - Retailer Build-A-Bear Workshop is re-launching its Web site on ATG Commerce OnDemand. The goal of the new site is to work in tandem with the company's unique, interactive in-store experience, and to attract and engage guests in its online channel.

Founded in 1997 by entrepreneur Maxine Clark, Build-A-Bear Workshop and its franchisees operate 400 stores worldwide. The company offers an extensive selection of merchandise, more than 30 different styles of make your own stuffed animals and a wide selection of clothing, shoes, and other accessories for the furry friends. 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 to tailor content for a variety of guests.

Business tools designed for use by merchandisers 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.

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

"Personalization is what we're all about. 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," said Maxine Clark, founder and chief executive bear of Build-A-Bear Workshop. "With a broadened web presence, we are providing a relevant online experience that increases guests' enjoyment of their furry friends. ATG helps us implement this vision and extend a personalized experience to the Web for all of our guests."

"Given its highly successful and innovative in-store model, Build-A-Bear Workshop is well positioned to benefit from ATG's powerful merchandising capabilities," said Nina McIntyre, senior vice president and chief marketing officer of ATG.

ATG partner Razorfish, one of the largest interactive marketing and technology services firm in the world, will support the design and launch of the new site.

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