Fluffed it! The truth about Build-A-Bear’s day of mayhem.

Fluffed it! The truth about Build-A-Bear’s day of mayhem.

Ensuite, lisez-le de nouveau de façon approfondie pour repérer la problématique (= l’information centrale que le journaliste veut mettre en valeur).

• Saisissez les informations factuelles qui répondent aux questions en wh-?

Who? The company Build-a-Bear, thousand of customers kids, Maxine CLARK

 Where? in shop in the UK, US and Canada

When?  Thursday 12 July

What? The company Build-a-Bear decided to make a « pay-your-age promotion »

Why? to be the start of a new thrust because of the CEO Maxime Clark leaving’s

How?

“From now on, leading-edge companies – whether they sell to consumers or businesses – will find that the next competitive battleground lies in staging experiences,” wrote its authors. “An experience is as real an offering as any service, good, or commodity”. This was precisely Clark’s business plan

«A partir de maintenant, à la pointe

entreprises - qu’elles vendent aux consommateurs ou aux entreprises - constateront que le prochain champ de bataille concurrentiel

réside dans des expériences de mise en scène », écrivaient ses auteurs. «Une expérience est une offre aussi réelle que tout service, bon ou

marchandise". C’était précisément le plan d’affaires de Clark.

  eight-step process: “Choose Me, Hear Me, Stuff Me, Stitch Me, Fluff Me, Dress Me,

Name Me, and Take Me Home.”

The toy retailer promised a memorable rejoicing day to children thanks to a remarkable marketing campaign: “pay-your-age” day.

 2 The reactions were excessive. Too many people turned up. The sale drew too large crowds. It proved a disaster.

3 It was the first failure of the company which had had an edge on other companies so far. Its founder, Maxine Clark, was the first to introduce in-store experience- just like goods or services- in order to compete against online shopping in the late 90s.

 4 Teddy bears sold at Build-A-Bear Workshop are assembled and tailored to the customers’ preferences. When they go to a shop, customers create their own teddy bear among various options; they ‘bring it to life’.

5 The choice of the flagship product - a teddy bear- was clever because it’s an easy product to manufacture. 6 The promotional campaign didn’t come up to expectations.

ORAL

Fluffed it! The truth about Build-A-Bear’s day of mayhem.

This document is an article from the guardian issue the Monday 23 July 2018 talk about the company BUILD a BEAR.

However, Build a Bear is an American company specializing in the sale of stuffed toys including teddy bear which represents 361 stores or 102 franchised shops – in the US, Canada, the UK, Ireland, Denmark and China since 1997.

 Let us note the US founder was Maxine Clark.

 It was an icon of the brand because of his marketing.

He chose the teddy bear because of his easyfull shape to make and his poverty in material, a toy whose fame has not changed since coming to the market for 115 years ago.

Besides they called  him «an experienced retail executive ».

...