Lyons Consulting Group supports Build-A-Bear with digital revamp

23 November 2017 4 min. read
More news on

Lyons Consulting Group have provided the Build-A-Bear group with an innovative new website, as the toy-retail firm adapts to a digitised retail environment. The new websites are built on Salesforce Commerce Cloud and feature new, seamless interactive applications designed to complement in-store experiences.

Founded in 2003, Lyons Consulting Group is an award-winning digital and global commerce services provider, focused on Salesforce Commerce Cloud. The Chicago-headquartered group was most recently named as ‘2017 Salesforce Commerce Cloud Global Delivery Partner of the Year’ for best-in-class client implementations and levels of support, for the consultancy’s work with a number of leading retail and B2B brands such as GoPro, Titleist/FootJoy, Timex, Charlotte Russe, Vince, and Bayou Steel.

Earlier in the Autumn, the firm was acquired by global professional services firm Capgemini for an undisclosed fee. At the time, Rich Lyons, CEO and Co-Founder of Lyons, said of the deal, “Joining the Capgemini family will enable us to strengthen and expand our services for clients around the world. In addition, there is a tremendous opportunity to integrate our capabilities with Capgemini’s holistic approach to digital transformation, and support the many clients who are on this extensive journey right now.”

Build a Bear

One of the latest clients to benefit from the enhanced holistic capacity is the internationally renowned “Build-A-Bear” group, who drafted in the consultancy to aid them with revamping their digital platform. With over 400 locations worldwide, Build-A-Bear has, at the time of writing, created more than 170 million stuffed animals over the past two decades. While the customised toy group has enjoyed relative in-store success, it has found itself in the wake of mass disruption, thanks to the growth of web retailers, along with the rest of the retail world. The firm has, therefore, realised that the online world is of increasing importance to sustain its brick-and-mortar presence.

The new Build-A-Bear digital experience designed by Lyons features is a fully integrated, interactive application that guides visitors through the process of creating customised bears from the comfort of their own home. The process, based on the Salesforce Commerce Cloud, concludes with a “heart ceremony,” where Guests not only select a heart for their stuffed animal, but are also prompted through sound and animation to make a wish, notably similar to the in-store experience. Another highlight is the seamless integration of the “Play” site, which includes videos, interactive games, and activities, meaning that Build-A-Bear’s unique selling point of customised toys is complemented – rather than replaced – by new innovative content to engage with customers, and build lasting brand relationships.


Speaking on the work by Lyons Consulting Group, Mike Early, the Senior Managing Director of Information Technology at Build-A-Bear, said “We feel like we picked a great partner to support our digital initiatives. The Lyons team has demonstrated a very high level of commitment, expertise, and creativity.  We are incredibly happy with the results and look forward to continuing to work with them as we further enhance our new platform.”

“We’re very proud of this project. The team built an incredible digital experience that’s as special as the Build-A-Bear brand,” said Dave Barr, Co-Founder and Executive Vice President of Lyons. “The design, interactive features, and attention to detail throughout the site are truly impressive. We look forward to working with Build-A-Bear on additional enhancements that will make it even better.”

Elsewhere in Capgemini’s digital operations, the firm aided fast food giants McDonalds with their in-store digital overhaul. Beyond the high-profile world of customer-facing transformations, meanwhile, they were also engaged by Cathay Pacific and BSH to innovate their back office practices.

Consulting firms have also worked with a number of clients to build new, holistic and bespoke websites to prepare for the digital age. Accenture recently worked with global learning company Pearson to create and launch a new digital customer experience named OneDotCom. On top of this, last week, US headquartered Cognizant was enlisted by the English Football Association to help the institution implement a new digital engagement programme. The ‘For Girls’ digital application is aimed at upping the number of girls and women taking part in the beautiful game.