What’s in this article:
- Bed Bath & Beyond is shifting focus towards customer and employee wants and needs to help make them feel comfortable at home and happy at work
- The brand communicates its efforts and initiatives via social media, press releases, and other platforms in a multichannel marketing effort to make it loud and clear. And consistent
To appeal to some of Bed Bath & Beyond’s five key customer segments, Gen-Z and young Millennials, who believe that their home is a place for creativity and self-expression, Bed Bath & Beyond just launched Wild Sage.
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The new line is inspired by fashion-forward, younger customers who want to express themselves through a collection of unique and comfy home assortments. Customers who wish to make a space that reflects their personality and exact needs. Especially after a year where we spent so much time at home.
“Wild Sage speaks to our young, fashionable, and on-trend customers looking to express themselves and create a personal space that tells their unique story,” said Joe Hartsig, Executive Vice President and Chief Merchandising Officer at Bed Bath & Beyond.
“Your home should be an expression of you—your experiences, your travels, your sense of humor, your energy—and your decor should reflect that, whether through a colorful rug that reminds you of an unforgettable destination you’ve explored, or an eclectic mix of throw pillows on your sofa that evokes your personality.”
Bed Bath and Beyond are also launching the Wild Sage line now as back to school and back to college shopping season are coming up shortly – and the hip and colorful designs have been made to fit college dorms and new apartments perfectly.
The product assortments are also appealing as they are affordable to a younger market with pricing that is very much attuned to its target audience:
- Bath at $4-$40
- Bedding at $20-$80
- Table linens at $5-$25
- Décor at $25-$200
- Furniture at $50-$150
Bed Bath and Beyond Making Employees Feel Comfortable
Several new employee benefits – including paid parental leave – have been announced by the brand this week.
The benefits include:
- Investing in higher wages
- Additional benefits to attract new employees
- 8-10 weeks of employee paid leave after birth, fostering, and adoption
- Associate relief fund
- Company-paid short-term disability
“Our purpose is to make it easy to feel at home, and that begins right here with our Associates and making investments that elevate our people-powered culture,” said Lynda Markoe, EVP and Chief People and Culture Officer at Bed Bath & Beyond.
“We’re thrilled to implement these new Company-paid programs to support the well-being of our Associates and their loved ones. As we look ahead to Thanksgiving and a return to a ‘new-normal,’ we want our Associates to be home, happier, and be able to welcome friends and family into their homes.”
Between the two initiatives, we see a brand that is commited to making people feel seen. Both are excellent ways to engage people and make them feel like the company cares for them. The way Bed Bath & Beyond articulates it to the public though is also quite impressive here.