When Build-A-Bear introduced Afterpay, the brand soon saw 33% bigger baskets
At Build-A-Bear, the magic lies in the experience.
Customers don't simply buy a toy – they bring one to life, choosing everything from its outfit and name to its accessories, scent and sound.
Offering Afterpay seemed like a natural way to enhance that customer experience, says Josh Port, the general manager of Build-A-Bear Australia, New Zealand and Fiji. What the brand didn’t expect was the commercial impact that followed.
“Once we had Afterpay, we started seeing some of the benefits,” says Port, who explains that customers who pay with Afterpay spend 33% more on average than customers paying with other methods.
He adds, “Afterpay is definitely worthwhile.”
"Afterpay is definitely worthwhile."
Josh Port, general manager of Build-A-Bear Australia, New Zealand and Fiji.
About Build-A-Bear
Every year, hundreds of thousands of Australians and New Zealanders visit Build-A-Bear to create a soft toy that's completely their own. With 18 stores across Australia, six in New Zealand and more than a dozen partner locations, the experience is as much about creating memories as it is about buying a toy.
"The way I explain it is that you're basically creating your new best friend. Our mission is to add a little more heart to life," says Port.
Customers asked. Build-A-Bear listened
Build-A-Bear introduced Afterpay for one reason: customers wanted it.
“People were coming in asking for it,” says Port.
Today, Afterpay is used for one in 12 Build-A-Bear purchases.
For an “occasional” business that tends to be popular with customers celebrating birthdays, holidays and other celebrations, Afterpay offers a new level of flexibility, explains Port.
He adds, “Afterpay offers that ability to get something now, even if you don’t necessarily have the funds immediately.”
Afterpay is particularly valuable during school holidays and the festive season when families are managing a range of competing costs, says Port.
Buying before it sells out
As well as its signature teddy bears and plush toys, Build-A-Bear also stocks a number of limited-edition collectible toys, which are especially popular with older children and adults.
“A lot of those products are limited and they go very quickly,” says Port. “They can sell out in a single day – some even in hours.”
Afterpay allows customers to secure these sought-after products before they sell out, and pay for them over time.
Better bears, bigger baskets
But the benefits of Afterpay extend beyond customer convenience.
“Afterpay helps people take their bear to the next level and fully customise it,” says Port. “It means they or their child can get everything they want.”
As a result, customers who pay with Afterpay spend 33% more than customers paying with other methods.
“Afterpay helps people take their bear to the next level and fully customise it”
Josh Port, general manager of Build-A-Bear Australia, New Zealand and Fiji.
“Without Afterpay we would definitely see a loss in customers.”
Josh Port, general manager of Build-A-Bear Australia, New Zealand and Fiji.
Bringing in new customers
Afterpay also introduces new customers to the brand.
Over the past year, sales data shows that Afterpay delivered nearly 10,000 new customers to Build-A-Bear.
“Without Afterpay we would definitely see a loss in customers,” says Port. “It’s something people want and use, so it’s important we offer it.”
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