Bed Bath & Beyond introduces first new brand | Ad Age


All of the messaging for Nestwell, and the individual marketing of other new brands set for later this year, was done in-house. In January, Bed Bath & Beyond announced the appointment of Muh-Tay-Zik/Hof-Fer as lead brand agency, following a review. The agency’s work on a Bed Bath & Beyond brand campaign will air next month.

Yet the coupons that have long been associated with the blue-and-white branded retailer will remain, Davis says. Though brands like Nestwell will have simplified pricing, including an $8 towel, mailed discounts will help encourage customers to try the new products, she says.

“The coupon is a really important part of our iconic brand, our history and definitely an important part of our DNA going forward,” Davis says. “The main things we’re focused on is making sure we’re delivering that value to our customers in the right way.”

In recent years, Bed Bath & Beyond has struggled to connect with consumers as sales have slumped. Despite selling many of the same home essentials as larger rivals Walmart and Target, and also offering services such as same-day delivery and curbside pickup, the chain has remained in the shadows during the frenzied shopping of the pandemic. For the most recent quarter, Bed Bath & Beyond reported a 5% decline in net sales to $2.6 billion.

Learn more about strategies in retail by attending Ad Age Next: Retail, a digital conference on April 20. Register here.

This content was originally published here.


About Author

The Digital Report editorial staff is a team comprised of digital marketing communication professionals dedicated to providing timely and relevant information that occurs in the digital marketing ecosystem. It's our mission for our readers to stay informed and educated on all things digital.

Comments are closed.