- "Pawsome Points" take place of "Store Credit": We know that every little bit counts, and "Store Credits" scream a message of "You need more! Buy more! Buy more! Buy more!" I could go on and on about how it could have been a good concept, but its execution (pressuring Build-A-Bearvillers to buy) wasn't the greatest. So, how can we switch "Store Credit" to something more positive? Here's my idea: teach kids the value of hard work. Anyone completing the Be 100% Pawsome promotion would recieve a promotional "code." When purchasing something at Build-A-Bear, mentioning your specific code would take 7% off your purchase amount and give you "Build-A-Bearville Pawsome Points." The catch? Use the code as often as you like, but it'll be invalid at the end of the summer. This encourages several things: hard work (to recieve a code), high purchase amounts (buy more to save more) and frequent visits (this code will expire soon, so we need to use it!). There's no pressuring for Build-A-Bearville users to buy, only to participate in Be 100% Pawsome (which is free). The "Pawsome Points" rewarded wouldn't be measured by your purchase amount - they'd be a constant amount, another reason to come back to Build-A-Bear often.
This would definately be an advantage to Build-A-Bear. No gift card or coupon manufacturing costs, no ruined reputation, and more customers! Build-A-Bear would be wise to impliment this idea.
Thanks for reading - next Tuesday, I'll post on the concept of Build-A-Bearville high score tables (and that'll be a happy article!)!