Building Bear Workshop Expansion Into Online Stores And Cust

Building bear workshop expansion into online stores and customer relationship system

Building Bear Workshop has recently been experiencing operational challenges due to recent changes implemented by its new CEO. To address these issues and realign with its mission of engaging customers in creating their own bears, the company aims to expand its business by establishing an online store that mirrors the in-store experience, ensuring customers can participate in activities remotely. This strategic move not only broadens the company's reach but also adapts to modern digital trends, offering a seamless experience across all platforms.

As the project manager overseeing this initiative, I am committed to facilitating this transition which aligns with my personal connection to the brand and my professional development goals. This project provides an excellent opportunity to deepen my understanding of strategic operations, customer engagement, and technological integration, ultimately contributing to the company's growth and customer satisfaction (Spiegel & Assad, 2017). The core objectives include reviewing existing store protocols for consistency, developing a robust customer relationship management (CRM) system, and ensuring the new online platform preserves the experiential essence of in-store activities.

Project Goals and Objectives

The primary goal is to evaluate and harmonize recent in-store changes to ensure they reflect the company's values and mission uniformly across all locations. The project seeks to establish an effective CRM system that will facilitate better understanding and fulfillment of customer needs, especially as the company transitions into digital commerce. A key objective is enabling online customers to engage in the bear-building activity, replicating the fun and interactive elements inherent in the physical stores (Pevzner et al., 2017).

Additional aims include maintaining financial discipline by adhering to budget constraints, ensuring the implementation of necessary changes in all stores, and fostering a consistent brand image. The project aspires to achieve an efficient online presence with user-friendly interfaces, integrated customer data collection capabilities, and engaging marketing strategies that attract and retain a global customer base. Ultimately, the enterprise intends to operate uniformly across physical and virtual environments, delivering joy and excitement while aligning with corporate values (Zaremba et al., 2017).

Key Stakeholders and Customers

The company’s stakeholders include internal teams such as the IT department, marketing, and operations staff, as well as external partners like software developers and consultants. The primary customers are existing in-store visitors and prospective online clients seeking an engaging, interactive experience in building their custom bears. Ensuring a consistent and high-quality customer experience across all platforms is vital, emphasizing the importance of developing a dedicated IT infrastructure capable of supporting online interactions and data analytics (Meredith et al., 2017).

Marketing professionals will play a critical role in formulating strategies to promote the online stores and attract new customers. Their insights will help implement targeted campaigns, optimize online visibility, and maintain brand consistency. Engaging customers through personalized experiences and gathering feedback will be instrumental in refining offerings and enhancing customer loyalty (Swink et al., 2017).

Milestones and Deliverables

This project serves as a strategic pivot for the organization into digital markets with promising growth potential. The milestones include initial assessment of current store operations, followed by research into suitable e-commerce software and cloud computing technologies. The subsequent step involves selecting and implementing a CRM system tailored to enhance online customer engagement and operational efficiency.

Over the following ten months, critical deliverables involve devising comprehensive marketing strategies, designing the online user interface, establishing logistics for delivery and warehousing, and building infrastructure for international expansion. The overarching goal is to launch a fully operational online store that offers seamless bear-building experiences, fosters customer loyalty, and supports future scalability (Loch et al., 2018).

Project Timeline and Cost Analysis

The estimated duration for project completion is fifteen months. The preliminary two months will focus on evaluating existing store operations for uniformity and gathering industry insights into successful online retail models. One month will be dedicated to data collection on online store functionality and software options. During this period, the team will analyze costs associated with cloud computing, software licenses, and infrastructure upgrades.

Following this, two months will be devoted to selecting and planning the integration of the CRM system into the business operations. The remaining ten months will encompass logistics, marketing, pricing strategies, and warehouse planning for international markets. The total project investment is substantial, expected to account for nearly half of the company's income, reflecting its importance in securing long-term growth. Expenses include consultancy fees, software development, travel, and staffing, including hiring a dedicated Chief Technology Officer (Loch et al., 2018).

Conclusion

Expanding Building Bear Workshop into online retail represents a significant strategic opportunity to revitalize the brand and reach a broader Customer base. By harmonizing store operations, deploying effective CRM technology, and implementing innovative marketing strategies, the company can deliver a consistent, immersive experience that upholds its core values. This endeavor will pave the way for international expansion, increased sales, and enhanced customer loyalty, securing its competitive position in the evolving digital marketplace.

References

• Loch, C. H., Solt, M. E., & Bailey, E. M. (2018). Diagnosing unforeseeable uncertainty in a new venture. Journal of Product Innovation Management, 25(1), 28-46.
• Meredith, J. R., Mantel Jr, S. J., & Shafer, S. M. (2017). Project management: a managerial approach. John Wiley & Sons.
• Pevzner, R., Urosevic, M., Tertyshnikov, K., Gurevich, B., Shulakova, V., Glubokovskikh, S., ... & Robertson, M. (2017). Stage 2C of the CO2CRC Otway Project: Seismic monitoring operations and preliminary results. Energy Procedia, 114.
• Spiegel, T., & Assad, D. B. N. (2017). Operations project and management in trauma centers: the case of Brazilian units. In Handbook of Research on Healthcare Administration and Management (pp.). IGI Global.
• Swink, M., Melnyk, S. A., Hartley, J. L., & Cooper, M. B. (2017). Managing operations across the supply chain. McGraw-Hill Education.
• Zaremba, B. W., Bode, C., & Wagner, S. M. (2017). New venture partnering capability: An empirical investigation into how buying firms effectively leverage the potential of innovative new ventures. Journal of Supply Chain Management, 53(1), 41-64.