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Retail Innovation Series

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Dara Meath on Build-A-Bear’s Digital Innovation and the Future of Experiential Retail

📍New York

Paula Macaggi sat down with Dara Meath, the Chief Technology Officer (CTO) of Build-A-Bear Workshop, to discuss the brand’s journey through digital transformation and the future of experiential retail. Since its inception in 1997, Build-A-Bear has been synonymous with providing heartwarming, in-store experiences where customers can build personalized furry friends. However, as Meath explained, the brand has rapidly evolved beyond its physical stores, embracing digital innovations that cater to the growing demands of today’s tech-savvy consumers.

A key highlight of the conversation was the role of technology in enhancing the customer journey, both online and offline. Meath discussed Build-A-Bear’s seamless integration of mobile POS systems, AI-driven insights, and personalized shopping experiences that ensure customers receive the same magical experience whether they’re in-store or online. This digital expansion has allowed the brand to offer unique selections on its e-commerce platform that aren’t always available in physical stores, providing flexibility and variety for its global customer base. Moreover, Meath emphasized the importance of maintaining consistency across all channels to ensure a fluid and enjoyable experience for every guest.

One of the more exciting parts of the interview was Build-A-Bear’s venture into the virtual world, particularly through the popular gaming platform Roblox. Meath explained how the brand has tapped into the gaming space to engage with younger audiences, boasting over 13 million players. Through Roblox, Build-A-Bear provides a safe and playful environment for users to build their own shops and create digital furry friends, offering valuable insights into customer preferences and trends. This data helps Build-A-Bear refine its merchandise and stay relevant to its audiences, from children to adults who have been loyal customers for decades.

The interview also touched on Meath’s leadership style and the importance of female empowerment in tech. As one of the few female CTOs in the retail industry, Meath shared her experience and her T90 Leadership philosophy, a 90-day cycle approach to continuous improvement and innovation. She also highlighted the upcoming Shoptalk Fall event in Chicago, where she will be joining other women leaders on stage to discuss the future of retail and technology. For Meath, mentorship and collaboration are essential in shaping the next generation of tech leaders, and Build-A-Bear’s success is a testament to the power of combining creativity, technology, and a people-first approach.

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