Build-A-Bear builds transformation on Salesforce

Build-A-Bear is to further leverage Salesforce applications as it looks to further strengthen its business. It is to deploy the Customer-360 vision that Salesforce painted during Dreamforce last year.Retail is going through tough times and yet Build-A-Bear is striking a balance between eCommerce and a service orientated retail experience for customers that continue to drive revenue. It deployed a new eCommerce platform in autumn 2017 leveraging the Salesforce Commerce Cloud to do so. Since then the platform has delivered nine consecutive quarters of double digit growth in eCommerce sales. However, while the company grew revenues to $338.5 million in the latest fiscal year, an increase of 0.6%, there are concerns. Revenue in Europe fell by 5.3%, compared to a 1.3% growth in North America. It is now looking to add further personalization as it looks to unify the information it has on customers across marketing, commerce, sales, and service.