Bed Bath & Beyond tries to lead $180 billion U.S. market

Bed Bath & Beyond is trying to position itself as a leading brand in home goods . The retailer is planning an event themed "Home, Happier." The event will be part of the chain's strategy to reshape its business around the customer, and will be achieved through its in-store and online customer experience and marketing activities designed to inspire customers to celebrate the holidays.

Family plays an important role in life. Bed Bath & Beyond believes that the focus of "Family, Happier" is: Family is the feeling you create in every room, every moment .

The integrated campaign will be based on a national TV spot that will begin airing on April 14, and will feature a range of creative assets including national broadcast and cable , online streaming video , paid social , print , in-store , email and display advertising.

Bed Bath & Beyond said: "The new uniforms are designed to provide comfort to associates while also reflecting the company's commitment to making customers feel welcome and enabling them to easily locate store associates."

The new ad campaign comes amid a big private-label push by Bed Bath & Beyond. The company will launch at least eight store brands in fiscal 2021 (and six in the first half of this year) as it looks to attract younger customers and gain a bigger share of the home goods market. At least 10 private-label brands will be introduced over the next two years.

Bed Bath & Beyond said its new brand positioning was inspired by its recent "Happier Homes" survey, in which 69% of Americans agreed that their home affects their overall happiness. 66% of respondents agreed that when they don't like the way their home looks, it negatively impacts their overall happiness.

“Using these and other key findings as inspiration, we are reimagining our brand by helping customers unlock the magic in every room, giving them everything they need to ‘come home, happier,’” said Cindy Davis, Centry’s vice president and chief brand officer. “This isn’t just a promise to our customers , it’s the cornerstone of how we’re transforming our business — so everything we do is focused on helping customers realize the potential of every room so they can embrace that possibility every day.”

Bed Bath & Beyond

US Market