Build-A-Bear Workshop 2013 Annual Report Download - page 6

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experience. The result is a one-of-a-kind
furry friend that kids feel is “more special”
than stuffed animals from any other place.
LOYAL BRAND ADVOCATES
Build-A-Bear is strongly positioned against
our competition on key factors including
likelihood to repurchase, likelihood to
recommend, overall satisfaction and
as a preferred company. We have over
4.4 million active members in our retail
loyalty program including our top tier
“VIBs” (Very Important Bears) who
over-index on visit frequency and spend.
Because emotional brands like Build-A-Bear
connect with consumers beyond utility,
many of our top tier Guests are also our
strongest brand advocates. Our elevated and
integrated marketing programs empower
consumers to engage and promote our
brand on social media sites such as Twitter,
Pinterest, YouTube and Red Stamp.
In addition, we had over 25 million unique
visitors to buildabear.com in 2013 and have
over 2.5 million Facebook fans giving us
platforms to further engage a broader base
as we evolve our brand building programs.
BROAD DEMOGRAPHIC APPEAL
Indicative of the strength of our brand and
its potential is its broad demographic appeal
in terms of age, gender and family focus.
Over 20% of stuffed animals are made by
someone over 14 years old, in part reflecting
the gift-giving segment of our business
model. Guests are likely to visit our stores
in conjunction with milestone moments
and rites of passage in their lives including
birthdays, the first day of school or
graduation, as well as key holidays including
Valentine's Day, Easter and Christmas.
That results in a business that is relatively
balanced on a quarterly basis and gives us
multiple platforms to develop to drive
incremental future visits.
BALANCED SEASONAL SALES
Consolidated Net Retail Sales by Quarter
26%Q1
Q2
Q3
Q4
21%
23%
30%
47% OF SALES
occur during the 1st half of the year.
2011–2013 Average
Our sales are balanced throughout the year.
Source: Burke, Inc. 2013
BROAD DEMOGRAPHIC APPEAL
Distribution by Age and Gender
OVER 20%
of furry friends are registered
to someone age 14 or older.
13% 0–2
23% 3–5
26% 6–8
17% 9–12
21% Teen +
LOYAL BRAND ADVOCATES
Brand Loyalty Index
#1
Build-A-Bear has the highest
Brand Loyalty Index among key competitors.
85%
Build-A-Bear
Competitor 1
Competitor 2
Competitor 3
Competitor 4
82%
81%
78%
76% 32% Boys68% Girls
4 BUILD- A-BEAR WORKSHOP, INC. 2013 ANNUAL REPORT