CHAPTER 15
Integrate Social Media into the Entire Customer Experience
I was home with my three-year-old son Seth one day in July 2018 when I saw on Facebook that Build-A-Bear Workshop was having a one-day “Pay Your Age” promotion. Customers were invited to bring their children to Build-A-Bear locations across the country where they could stuff their own animals for the price of their age (the bears normally start at $25, so it was an excellent deal).
Before making the 30-minute drive the next day, I decided to check out Build-A-Bear’s Facebook page to see if there was anything I needed to know. “Please be aware: Based on the unprecedented response ...
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