Bed Bath & Beyond, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Bed Bath & Beyond Inc., headquartered in Union, NJ, sells an assortment of merchandise, principally including domestics merchandise and home furnishings, as well as food, giftware, health and beauty care items, and infant and toddler merchandise. Domestics merchandise includes categories, such as bed linens and related items, bath items and kitchen textiles. Home furnishings include categories, such as kitchen and tabletop items, fine tabletop, basic housewares and general home furnishings.
|Main Telephone||(908) 688-0888|
Bed Bath & Beyond, Inc. ContactsContacts (5/28)
|Steve T.||Chief Executive Officer||NJ|
Sample of Associated Brands
|Art S.||President & Chief Merchandising Officer||NJ|
|Gene C.||Chief Operating Officer||NJ|
|Susan L.||Chief Financial Officer & Treasurer||NJ|
|Kevin W.||Vice President, Information Technology, Operations & Chief Information Officer||NJ|
|Bed Bath & Beyond, Inc.||********|
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Martech, Digital Opps: Bed Bath & Beyond ‘further optimizing' analytical approach (Score 50)
Subject: digital, print, social media
Company: Winmo) headquartered in Union, NJ, sells an assortment of merchandise, principally domestics merchandise and home furnishings, as well as food, giftware, health and beauty care items. It also operates the Cost Plus World Market and Buy Buy Baby banners.
Opportunity: During the Q4 earnings call, BBB CEO Steven Temares said the company’s analytics department was “just scratching the surface” in terms of how analytics can move its business forward. In the future, the company will grow and extend its team in order to further utilize predictive modelling tools that will enable the company to achieve “improved optimization to markdowns, pricing and direct mail campaigns.”
Over the last year, BBB has been optimizing its data and analytics capabilities in order to create an enhanced view of its customers (more here). BBB now has a structured analytics department and has migrated, connected and consolidated all of its data into one central platform the company manages internally. The team in continuing to map customer interactions, both in-store and through digital channels. BBB will leverage its “ever expanding” 360-degree view of the customer and further optimize targeting, which will entail marketing and enhancing personalization through digital and traditional marketing media.
The company’s marketing program has historically consisted primarily of postcards, newspaper and certain circulars. Strategy targeted customers based on their proximity to stores and past coupon usage, but it was housed in different places and was difficult to understand. Today, BBB uses a full range of online and offline vehicles and marketing efforts include email, text, page search, SEO, social media, display and affiliate programs, as well as traditional print media (postcards and circulars). Due to the success of last year’s first print catalog for BBB (and its digital companion), BBB will produce three category-specific catalogs in fiscal 2016 (ending Feb. 2017).
Therefore, martech and digital readers should continue to be all over BBB. The retailer clearly has big plans to evolve its analytical processes and is still at the beginning stages of doing so. Sellers – continue to go after Bed Bath’s larger digital outlays. An edge will go to bridal and home decor focused readers who can offer access to unique data.
In May 2015, BBB named was once part of MediaMath.
Mobile App Relaunch: In 2016, BBB plans to relaunch its mobile apps for both Bed Bath & Beyond and buybuy BABY. The company will also streamline its mobile websites to create a better user experience.
Media Spend: According to Kantar Media, BBB increased measured media spend to $26.7 million in 2015 from $17.9 million in 2014. This increase was mostly dedicated to print ads ($23.9 million in 2015 vs. $15.9 million in 2014).
Digital Breakdown: So far this year, BBB has run 159 display ads on 4,324 publishers (<1% mobile). Top ad destinations include live.com, davidsbridal.com, yahoo.com, weather.com and hgtv.com (2% placed site direct versus programmatically). BBB has also run four high impact and six video ads this year, according to Moat. For the same period 2015, BBB ran 127 display and one high impact ads on 2,069 publishers (<1% mobile; 20% site direct).
For FY 2015, BBB ran 340 display, 21 high impact and nine video ads on 6,414 publishers (2% mobile; 7% placed site direct). Top destinations were heavily bridal-focused, with sites such as davidsbridal.com, weddingwire.com, projectwedding.com and brides.com receiving some of the highest buys. Wedding endemic sellers should continue reaching out to BBB, as the retailer’s bridal registry is very popular with couples, but notice that top ad destinations in 2016 only included one wedding site: davidsbridal.com.
For its part, BBB-owned buybuybaby has run nine display ads on 437 publishers (<1% mobile; <1% placed site direct). Top ad destinations for 2016 have included woot.com, yahoo.com, austinhomesearch.com and cyclingnews.com. For 2015, the retailer ran 33 display and six high impact ads on 4,487 publishers, including ighome.com, gamepedia.com, woot.com and about.com.
Bed Bath & Beyond
650 Liberty Ave.
Union, NJ 07083
Chief Marketing Officer
Vice President, Marketing & Analytics