Welcome to PostFunnel’s 21st episode in the Seven CRM Commandments series. This week, we’re analyzing the store chain for baby stuff, Buy Buy Baby.
New here? So see, this is a quick analysis of a major brand’s basic CRM tactics, according to the most common tips and recommendations that exist on the worldwide web. We do it practically every week, and here you can a look at the results of some of the other brands we’ve analyzed for a quick recap.
And now, let’s get to BBB – is the brand that offers a fantastic selection of baby goods treating its customers to CRM best practices?
1. Be Transparent 8/10
A recent press release announced that Bed Bath & Beyond and Buy Buy Baby are launching same-day delivery services right in time for the 2020 holiday season.
Buy Buy Baby is owned by Bed Bath & Beyond, and the same-day deliveries will be available on both companies’ platforms through a partnership with delivery service, Shipt.
“Shipt shoppers are the secret sauce, and both our customers and retail partners benefit from the magic shoppers work in the aisle,” said Kelly Caruso, Chief Executive Officer of Shipt.
In another press release issued a few days earlier, Bed Bath & Beyond’s Chief Digital Officer, Rafeh Masood, said, “At a time when our homes have become the center of our lives, our Omni-always shopping experience is designed to make it as easy as possible to feel at home. We’ve been delighted with the strong customer response to the introduction of BOPIS and Curbside Pickup this year. The addition of Same Day Delivery provides another simple and cost-effective way to shop with certainty from the comfort of your own home this holiday season.”
Not all brands put in the effort to keep communications clear and direct. Focusing these messages on how the company can help customers makes it even better. Brands are expected to communicate with consumers as humans do with one another. And this brand definitely gets it. It’s not a perfect ten because we could not find anything about the companies values and how it stands behind them.
2. Incentives and Perks 10/10
Discounts are a tricky CRM tool. But regardless of how a brand feels about them, customers love them. And using discounts smartly is a CRM pillar.
Buy Buy Baby is a brand that puts discounts front and center. On the brand’s HP, we immediately noticed tons of offers, like these:
Another scroll down, we were offered even more discounts and deals on numerous product categories.
The brand also offers a coupon wallet and a clearance section for the shopper on a budget – all great ways to cater to customers differently, according to their personal shopping needs and unique customer segment.
3. Be Relevant 10/10
This is one brand that is portraying relevancy in many ways, shapes, and forms.
Buy Buy Baby is taking the ongoing coronavirus pandemic into consideration on its site, which in turn shows how the brand is in sync with the world. It’s a fantastic way to builds trust among customers.
The brand offers curbside pickups (perfect for the socially-distanced shopping experience) and contact-free same-day delivery.
The banner below promotes Buy Buy Baby’s products on offer. It also promotes staying at home and staying healthy amid the lingering pandemic.
It’s been months since we analyzed a brand that impressed us so much in this category.
4. Be Helpful 0/10
Unfortunately, in recent news, and specifically from the Buy Buy Baby brand, we couldn’t find any brand initiative to help out in times of need.
More specifically, we couldn’t find a specific cause the brand values and is supporting that other brands we analyzed do convey like the support of a nonprofit organization or any green initiative.
5. Realtime Personalization 6/10
The baby registry is useful. It is also a data goldmine, with the option to register all the newborn’s details, such as the gender and due date, to put together the perfect package/gift.
After signing up for a baby registry with the brand, we got with this popup:
When starting to build the registry, we were presented with: most loved items, bath time essentials, clothing collections, nursery trends, and other tips. The whole experience was not only personal, but super neat and fun too.
However and as with many other brands we’ve analyzed to date, some points were deducted here for no realtime re-targeting, upselling or cross selling efforts.
6. Master UX 7/10
On the brand’s HP, so much is going on – it may be a bit overwhelming for new, expecting parents who are having their first child and just hopped on the site to see what’s on offer.
On the other hand, those who have the time (and power) to look through all the banners/categories on the website might find the content very helpful. Like the “Prep for babyhood” items with two budgets to choose from:
Or this “Want more sleep?” banner:
The “Top Categories” to shop for and “Popular with Parents” picks make the entire experience with the brand good overall.
Nothing to razzle and dazzle us, but solid work.
7. Leverage Social Media 7/10
At the bottom of the brand’s HP, customers are asked to share their baby photos on social media with the following hashtags:
On Facebook, the brand posts all sorts of content from award-winning bottles to formula dispensers, parenthood tips, virtual childbirth classes, sleep training, educational videos, promotions, and more – there’s something cute for everyone.
With almost 1 million followers, the brand knows what it’s doing on this social media channel.
On Twitter, the brand boasts 10.3k followers and posts in lower frequency – its last Tweet was in July. Disappointing.
On Instagram, the brand has about half a million followers and also posts sweet baby photos (the same type of content as FB).
Some posts are meant to educate parents on children’s health:
While others are simply so sweet. So, we’ll leave you with this:
**
Overall, Buy Buy Baby is getting a 48/70 here (68%).
The start was so good, with 28 from 30 points, on the three categories that became more important during this health and financial crisis. We think it means someone was making sure the company is reacting quickly to changing customers’ expectations.
Then, with the last three categories, they got a mediocre score – but all was “acceptable.”
Had the company invested (and told us) in helping communities or the planet – which is expected from brands nowadays and helps build meaningful relationships with customers – they would leapfrog over most of our table, straight into the top third. Instead, they are occupying a place at the bottom one.
Oh, and a little touching up on realtime personalization efforts couldn’t hurt, too.
Here are the full rankings of all the brands we analyzed to date:
- Pets at Home 91%
- Lowe’s 90%
- Petco 90%
- Target 87%
- Uniqlo 86%
- West Elm 81%
- Best Buy 78%
- Etsy 76%
- The Body Shop 74%
- Gymshark 73%
- Iceland Foods 71%
- Total Wine & More 70%
- Tommy Hilfiger 70%
- Walgreens 70%
- Kohl’s 70%
- Buy Buy Baby 68%
- Fiverr 67%
- Next 63%
- Patagonia 61%
- Burberry 60%
- COS 57%
We publish a new analysis every week, so watch this space for more brand analyses coming your way!
