Build-A-Bear Workshop 2014 Annual Report Download - page 4

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0–2
3–5
6–8
9–12
Teen+
25%
33%
42%
OF GUESTS
ARE BOYS
OUR STRONG
BRAND
HAS POTENTIAL FOR
The Build-A-Bear® brand is loved by kids and trusted by
parents with reach that extends beyond our stores. Our brand
has high awareness, stirs positive emotions with consumers,
has broad demographic appeal and is strongly positioned
against other leading family brands on key factors including
loyalty and overall satisfaction.
Guests visit our stores for milestone events, rites of passage,
key holidays and for everyday entertainment which tends to
give us a balanced quarterly business. Our brand is
synonymous with fun, creativity and discovery. As our business
plans evolve, the focus on our consumers and building our
brand will remain at the heart of everything we do.
GUEST DEMOGRAPHICS
BY AGE
REASONS GUESTS VISIT
Over 60% of sales are to our
core consumer, ages 3-12
20% of sales are to guests
over 12 years old
42% "Traditional" Visit
33% Birthday Celebration
(party or single)
25% To Purchase a Gift
We have the highest brand
loyalty score
** among key
comparative retail brands
MO R E
* Since 1997.
** Loyalty is measured using an index of
likelihood to recommend, likelihood to
repurchase, overall satisfaction and
preferred company.
2 BUILD-A-BEAR WORKSHOP, INC. 2014 ANNUAL REPORT