Bed Bath & Beyond kicks off omnichannel holiday promotion

Dan Berthiaume
Senior Editor, Technology
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Bed Bath & Beyond is not waiting for Black Friday to entice holiday shoppers.

The holidays have arrived at Bed Bath & Beyond Inc. – across channels.

The home goods retailer is launching an omnichannel campaign called “holiday, happier.” In addition to an integrated promotional effort spanning TV, digital, video, and social content, the campaign includes expanded digital and mobile shopping functionality, as well as early Black Friday deals and influencer assistance.

For example, customers can now cross-browse and shop products whenever visiting any Bed Bath & Beyond banner’s website. This new feature enables shoppers to search an expanded selection of products across the home, baby and wellness categories and have all selections placed in one digital "universal cart."

Bed Bath & Beyond has also improved its mobile app. In addition to organizing all offers in one coupon wallet, customers can use the product scanner in store to check prices, reviews and details, quickly locate items in the store map, check in for store pick-up, and more. The app's scan & buy feature, which launched this summer at Bed Bath & Beyond's flagship store in New York City, has now been expanded to additional locations across the country. Online and mobile app users will also be among the first to learn about Cyber Monday deals.

[Read more: It’s all about the experience at Bed Bath & Beyond’s NYC flagship]

Bed Bath & Beyond's “Home, Happier Team” of influencers will offer tips, recipes, decor advice and organizational hacks to help shoppers celebrate, entertain and purchase gifts throughout the holiday season. Featuring culinary personality Katie Lee Biegel, interior designer Jeremiah Brent, storage and organization expert Eryn Donaldson, and sleep wellness specialist Dr. Shelby Harris, this team of experts will star in a “Holiday, Happier” video content series kicking off Monday, Nov. 8 across Bed Bath & Beyond digital and social channels.

The retailer has also rolled out a preview of early holiday deals. And from Thursday, Nov. 25 (Thanksgiving Day) through Saturday, Nov. 27, customers can shop more than 100 special offers and get an extra 25% off everything else on their list during the Black Friday event. Customers can shop online all-day Thanksgiving and in stores beginning at 6 a.m. on Black Friday to find deals as low as $3 on products ranging from towels to technology.

And now through Dec. 31, 2021, Bed Bath & Beyond is offering a free trial for anyone who enrolls in the Beyond+ loyalty program. New and existing members can obtain free perks through Jan. 31, 2022.

The retailer is implementing this ambitious omnichannel promotion as it reinvents its business under president and CEO Mark Tritton. Recent digital moves include announcing it will launch a digital marketplace that will expand its assortment of key products in the home and baby categories from a curated selection of third-party brand partners that will be seamlessly integrated into the Bed Bath & Beyond digital platform, as well as unveiling an in-store and online pilot with supermarket giant Kroger Co.

"We know that this year people are looking forward to once again welcoming guests and celebrating with friends and family," said Rafeh Masood, Bed Bath & Beyond chief customer officer. "And because home is at the heart of the holidays, we want to make creating those special moments as easy and enjoyable as possible at Bed Bath & Beyond. Whether shopping in store, online or through our mobile app, we provide our customers with inspiration, convenience and the best assortment and deals on every item across their shopping and gifting lists." 

Bed Bath & Beyond Inc. and its subsidiaries function as an omnichannel retailer selling a wide assortment of merchandise in the home, baby, beauty and wellness markets. Additionally, the company is a partner in a joint venture which operates retail stores in Mexico under the name Bed Bath & Beyond. The company also operates e-commerce websites under several banners.