Bed, Bath & Beyond is revamping its digital strategy

 To maximise on the change in consumer behaviour, Bed, Bath & Beyond has decided to revamp its digital strategy. This will allow the firm to attract new customers and to benefit from the online shopping growth that was a result of the coronavirus pandemic.

The 50-year-old retailer has enhanced its website to offer visitors more facilities. For instance, they can now choose between these options: ‘buy online’, ‘pick up in store’, ‘curbside pickup’ and ‘same-day delivery’. The firm had already planned to make these changes. They were announced in a three-year transformation plan. However, since more people are now shopping on the Web, it has had to accelerate the process.

Additionally, the Bed, Bath & Beyond in New Jersey has rolled out a campaign called “Home, Happier”. This includes digital promotion, paid media and broadcast and CTV spots. Besides, Cindy Davis, the firm’s chief brand officer and executive vice president announced that the retailer plans to look into TikTok. This would help them target a younger customer base and to keep up with changing consumer habits.

Davis said that these changes were critical. They allowed Bed, Bath & Beyond “to capture some of the digital growth that happened as customers couldn’t get to our stores or didn’t feel comfortable going into stores”. .

Bed, Bath & Beyond will look into TikTok © Royalty-free image