Build-A-Bear strives to make good on marketing promotion gone wrong

It wasn't a very warm and fuzzy customer experience the first time Build-A-Bear launched a new marketing promotion called "Pay Your Age" as part of its “Count Your Candles” program. In fact, the experience left lots of parents angry and lots of disappointed children on long lines, that wrapped around some store locations nationwide, when the retailer wasn't prepared for the consumer crush that took place last week.

But now it's striving to redeem itself, and its brand, by running the promotion again but this time with a few tweaks, according to a New York Post report.

The promotion allows customers to buy a Birthday Treat Bear for the price of their age during their birthday month and is available only to bonus club members. This time around it will be limited to children under 14 years old. In the initial promotion customers could snag any stuffed toy priced between $12 and $65.

In response to the poor experience during the first promotion the retailer doled out $15 vouches and its CEO, Shannon Price John, even went on a national morning show to say sorry.

"We've done a lot of big promotions in the past … so we're used to crowds and managing that. But this really started winding up 24 to 48 hours prior to it," John said during her Today show appearance, according to the Post. "There was no way for us to estimate the kind of impact, those kinds of crowds. It far surpassed anything we ever could have known."


Topics: Consumer Behavior, Customer Experience, Marketing, Shopper Marketing


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