Build-A-Bear’s Pay Your Age Day could be either the biggest brand disaster or its greatest success. It all depends on how the company will react now.
Despite the promo day ending in a big blunder with chaos, police and turned away customers, the brand is still very active. So active, that at least in the Hull, UK store of Build-A-Bear there were still people waiting in lines on Sunday, Hull Live reports.
In fact, there were so many people, that the store had to turn some of them away. It placed a sign telling people to come back in an hour or so.
“Build-A-Bear Workshop’s Pay Your Age Day event generated an overwhelming response, resulting in long queues, extensive waits and disappointed guests. We feel it is important to share that, based on the information available to us before the day began, we could not have predicted this reaction to our Pay Your Age Day event”, says a company spokeswoman.
Build-A-Bear once again reminds of the year-long Count Your Candles offer. It’s also adding a new feature to UK clients:
“We are now making vouchers available to our UK Build-A-Bear Bonus Club members, who log into their account by midnight on July 18, 2018. Vouchers related to this event will be honored through August 31, 2018. It is our sincere desire for all of our guests to enjoy the best Build-A-Bear experience possible. As such, our goal with the voucher extension is to enable us to better flow traffic to the stores over the next several weeks to avoid long queues and wait times as much as possible”, the company says.
So, if it manages to handle the issue well and clients end up relatively happy in the process, Build-A-Bear might turn one of every brand’s worst nightmare into a big success. Would that happen? So far it seems the company is on the right track.
