CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
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-- It saves $3.5 million a year in translating 19 million words into 26 languages;
-- Sales force efficiency has increased by 10-15% because sales reps can now find the information they need more quickly.
In addition, while the company prefers to quantify the savings rather than any increased sales, which admittedly are harder to measure, it believes that it has benefited from making it easier for customers to find and use information. “It’s very difficult to tie a more efficient exchange of information to customers placing more orders,” Queiroz says. “But we do think that what we are doing is leading to more business. If you do a really good job of creating e-procurement catalogs, it’s easier for a customer using the system to buy from you. The buyers find what they’re looking for and there’s no reason for them to search around for another vendor. That capability is beneficial to our top line.”