Build-a-Lamp Workshop?

By Lisa Casinger -- Home Accents Today, 1/1/2005

I read recently about the opening of the newest retail concept from the Build-A-Bear Workshop company, it is Friends 2B Made. A mall location in Pittsburgh and another in Columbus, Ohio, are the first of what one can only assume will be myriad Friends stores.

The concept is similar to the Build-A-Bear concept in that Friends gives customers the opportunity to make their own friend through a doll-making process. Maxine Clark, founder and Chief Executive Bear (great title) of Build-A-Bear Workshop ,says the idea was a long time in the making.

"I want to take the best parts of Build-A-Bear Workshop and use these concepts to create a fun place for girls to make their very own doll and best friend," said Clark. "Based on Guest feedback, we believe that the new Friends 2B Made stores will be a great extension of our Build-A-Bear Workshop brand."

Customers stuff their dolls, participate in the heart ceremony, pick out their new friend's personality traits, fashionable clothes and accessories and create a friendship certificate all while experiencing the same level of personalized entertainment they are accustomed to having at Build-A-Bear Workshop stores.

The first Build-A-Bear store opened in 1997 in St. Louis, Mo., and there are now more than 170 locations in the U.S., four in Canada and one each in England, Japan, Korea, Denmark and Australia. There are plans to open one in Taiwan in 2005. Reported 2003 sales for the company, which Clark owns 30% of, were $214 million.

Minnesota-based Schneiderman's Furniture opened a build-it-yourself concept store also. Start to Finish in Bloomington, Minn., encourages customers to "design" their own upholstery pieces.

So, if you can build a bear, friend or sofa, why not a lamp, pillow, floral arrangement or picture?

Granted there are some shoppers who would balk at making their own lamp or other home accent, but if bears can bring in $214 million, surely there's a slice of that do-it-yourself universe that would translate to our industry.

Just imagine a store filled with different styled lamp bases, shades, finials and all the accoutrements to make it personal. Beading and tassels, no problem; silk, canvas or linen shade, of course. Designers could display their own flair with a lamp of the week, which customers could emulate or just use as a starting point. Create stories for each lamp and give them stylish names.

If not a whole store devoted to build-a-whatever, what about seminars or in-store events on candle or soap making, floral arranging, etc?

Take the idea one step further — build-a-room stores. Retailers supply the lamps, furniture, rugs, decorative accessories and more. Oh wait, I guess those are called furniture and home accent stores. But where's the shoppertainment?

Yes, shoppertainment. It's a term frequently connected with retailers like New England-based Jordan's Furniture. This retailer capitalizes and thrives on creating an entertainment-centered atmosphere with IMAX theaters, flight simulators and a replica of New Orleans' Bourbon Street. It's shoppertainment.

Maybe you can't pony up the cash for an IMAX, but what about music at the very least? DMX MUSIC and Chain Store Age magazine recently conducted a study on store atmospherics and here are a few key findings. A majority of consumers (63.3%) have been influenced by a store's atmosphere to buy more or spend more time in a store; more than 83% of high income shoppers have been influenced by a store's atmosphere and nearly 70% of retailers agreed in-store music increases sales.

So pump up the jams; create excitement. Entertain your customers.

Lisa Casinger, Retail Editor