Project: Build-A-Bear Workshop Digital HearMe Sound Station Client: Build-A-Bear Workshop Submitted by: Nanonation
Build-A-Bear sought to enhance the HearMe station as part of the in store experience. The concept was to create a station that both enhanced the customer experience in the store and would increase operational efficiency by eliminating the need for inventorying single sound audio chips. The station will allow a customer to scan their animal and be able to choose from a variety of prerecorded sounds or to create a custom sound for their animal.
The Digital HearMe station will allow a user to view a selection of available sounds or record their own. Based on the animal scanned, different sounds may be recommended as best matches first. All other sounds would still be available on the kiosk for the user to select from. If a customer chooses to record their own sound a noise canceling microphone built into the kiosk will be used to record and encode on the chip.
Objectives of the deployment or the technology:
Results of Digital HearMe being deployed in several stores during 2011 have been very successful. User testing and in-store observations have shown a very positive reaction by users of the kiosk. Guests are being attracted to the kiosk and are able to navigate, preview, select and purchase with little to no associate assistance in most cases. The coordinated experience between on screen content, physical lights and sounds keeps the guest both engaged with the kiosk as well as provides important visual cues on what to do next. All age ranges are able to use the kiosk from a six year old adding a voice to their new friend to a sixty year old creating a “pawsonalized” messaged for their grandchild. With digital HearMe, stores are no longer limited the 20 in-inventory sounds, therefore it is easier for guests to find the “just right” sound for their friend. To aid in this, the guest scans their bear’s unique barcode at the start of the process and is suggested sounds they may like. For example if the guest is building a Fluffy Puppy they will see the Dog Bark sound and Who let the Dogs Out music track listed first on the list. The result is an increase in sound sales in locations that converted to the Digital HearMe sound solution, with these locations consistently seeing double digit increases of sound sales over previous years. Because of the success Build-a-Bear is currently in the process of deploying more units to additional locations in advance of the holiday selling season.
The primary objective of the Digital HearMe Sound Station is to increase the attachment rate of sounds to bears. Additionally, the station brings numerous business benefits to Build-A-Bear and experiential benefits to their customers including reducing shrink, eliminating write-offs for unsold sounds, reducing inventory management by reducing the number of SKUs to be maintained, reducing time to market for new sounds, automatically linking the sound purchase to the POS system and improving personalization though the record-your-own sound capabilities that uses a high quality noise canceling microphone not possible with the previous record-your-own sound modules.
When developing the user interface, the challenge was to create an experience that would be both fun for kids and easy to understand for grandma. Because of the wide range of possible users everything on the screen needed to be very clear but also fit into the Build-a-Bear workshop environment. There was also a physical component of placing the sound chip into the programmer that had to be clearly explained visually to the user. Because of these challenges both the Nanonation and Build-a-Bear design teams worked closely on developing the user interface.
By moving to a digital solution that offers guests a wider selection of premium sounds and better record-your-own capabilities Build-A-Bear hopes to increase sound sales and customer satisfaction.
Results achieved relative to the objectives:
Results of Digital HearMe being deployed in several stores during 2011 have been very successful. User testing and in-store observations have shown a very positive reaction by users of the kiosk. Guests are being attracted to the kiosk and are able to navigate, preview, select and purchase with little to no associate assistance in most cases. The coordinated experience between on screen content, physical lights and sounds keeps the guest both engaged with the kiosk as well as provides important visual cues on what to do next. All age ranges are able to use the kiosk from a six year old adding a voice to their new friend to a sixty year old creating a “pawsonalized” messaged for their grandchild. With digital HearMe, stores are no longer limited the 20 in-inventory sounds, therefore it is easier for guests to find the “just right” sound for their friend. To aid in this, the guest scans their bear’s unique barcode at the start of the process and is suggested sounds they may like. For example if the guest is building a Fluffy Puppy they will see the Dog Bark sound and Who let the Dogs Out music track listed first on the list. The result is an increase in sound sales in locations that converted to the Digital HearMe sound solution, with these locations consistently seeing double digit increases of sound sales over previous years. Because of the success Build-a-Bear is currently in the process of deploying more units to additional locations in advance of the holiday selling season.
Size and geographic location(s) of the deployment:
Currently there are 11 store locations using the Digital HearMe Sound Station, located throughout the United States, including in Chicago, St. Louis, Houston, and New York City. Each location has two kiosks running the application. In these stores, this program has completely replaced the former HearMe station, replacing it with the entirely digital solution and is exclusively used as the HearMe station.
Zac Rustad (right), accepts the award on behalf of Nanonation from Janet Webster, DSA EVP - Self-Service Kiosks.
Selected judges’ comments:
This is an excellent kiosk. The unit is built appropriately for the environment in the Build a Bear store and the user interface is simple and easy to use for a child, adults, and older adults. The data transfer method for the sound file is impressive as well. This kiosk makes it very simple and easy to use, the mark of a great kiosk.
Great use of technology to enhance customer experience; should be easy to measure ROI @ deployed locations; great enhancement for end product and customer satisfaction
Very creative and innovative approach to engaging the customer, especially the children!
Excellent example that focuses on design, usability, and ability to handle future needs. Results to the company clearly demonstrated benefit of this solution. More importantly though, I'm certain the kids are very appreciative of all the efforts put into this solution!
Interesting solution to the problem. It increases the options of sounds without an inventory problem. The interface seems to be fairly simple. It looks like a good use of technology to enhance the product offering.
Build-a-Bear has always hit the mark on customer experience since the onset of digital technology. They continue to stay ahead, giving customers a reason to stay loyal. I think this is an excellent deployment. I look forward to building my personalized message for my nephew!
A kiosk that interacts with children has to be built right. It looks as though the BuildABear did that. The kiosk solves several operational challenges and provides a stimulating experience for the kids during the process. The back office improvements on database management make this an especially effective deployment. Congratulations.
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