Both of these scenarios were tested with a demo login and password. The actual purchasing workflow on Build-a-Bear.com is much more efficient and streamlined. Both however have up-sell of accessories configured in their purchasing workflows. Of the two, Build-a-Bear.com has a more extensive collection that attempts to replicate the actual experience of being in one of their stores.
In summary from a comparison standpoint, Build-a-Bear.com is much more oriented towards having customers online create their own specific doll, and gets close to the actual experience of being in one of their stores. Likewise, the process of customizing a doll through VermontTeddyBear.com's site is achievable yet takes much more navigation. Of the two, Build-a-Bear.com is the more intuitive.
Extent of Support for Multi-Channel Management Strategies
Retailers often rely on websites to entice and motivate consumers to also visit their stores. Both companies have retail locations, with Bear-a-Bear having at least one retail store in 48 states and several in foreign countries. Vermont Teddy Bear Company has only a single retail outlet, which is their factory in Vermont. The differences in website design and navigation are very significant in this regard. Build-a-Bear works to create a more transparent set...
In addition, supporting the customer with 800 numbers is easily found on the Build-a-Bear.com site, yet is not as apparent and placed within the purchasing process steps on the respective websites as well. This factor of being available for customers through a variety of channel is a major competitive advantage of Build-a-Bear as well.
Summary
Websites form an indispensable part of any company's marketing and branding strategy. From the initial websites that merely acted as electronic billboards online to the more sophisticated ones that have the ability to customize products, services and even shipment methods, the ability to synchronize branding and technical depth is crucial. That is the basis of this comparison between Build-a-Bear.com and VermontTeddyBear.com. Both are excellent in their specific roles in supporting and sustaining their brands, and both have sophisticated online catalogs, product configuration software and up-sell software running the website. One even has a strong navigational process workflow to support multi-channel management as well. In comparing these tow sites it is evident how important aligning e-commerce is to the broader business models of a given company.
