Some customers want to use the coupon, some customers want to be able to access a everyday low price. What we want to do is make sure that we're delivering our customers the kind of value that they're looking for. We're known for that coupon and we're not going away from the coupon. They're a strategic solution for us and they're a competitive advantage for us. How do you message around what has become such a well-known part of the brand?ĭAVIS: Coupons are part of our DNA. One story coming out of the Investor Day was a shift away from Bed Bath's " overreliance" on its coupons. We've always had a really robust digital business, but we're making it even more of a touchpoint for our customers and bringing that inspiration to our site as well. We've got tons more content on the site than we've ever had before, and clearer value communication, and easier to navigate. We're also doing more storytelling on our site, one of our biggest marketing channels. We're partnered with Pinterest in a lot of the really unique things they're doing with inspiration all throughout the funnel, starting with how she's thinking about decorating her house for the holidays to being able to showcase her items that will help her do that and make her personality and her style shine through, all the way to the bottom of the funnel at conversion, with specific products that she can leverage to bring that to life. What we're doing differently with Pinterest is more full-funnel campaigns and we're seeing significant increases in conversion when we do so. We've always been a key player on Pinterest they've been a go-to channel for us. How are you leveraging digital platforms to make that change?ĭAVIS: Pinterest is a place where customers are going now for inspiration, particularly about their home. But the onus on us now as marketers is to bring that inspiration to digital, social and our site. We know she wants to head to the stores for inspiration in a normal environment, she might touch and feel the towels to get ideas. They're in their homes more, they're looking for ideas - not just items. We have identified what we believe is a really strong and differentiated customer value proposition for the Bed Bath & Beyond brand, and it's all about making it easy for her to realize the potential with the rallying cry "Unlock the magic in every room." We've always been about everything home and value and ease, but inspiration is something that our customers are really craving. That's on us as marketers, showing a customer she can shop however she wants to shop. We didn't have BOPIS, curbside and same-day delivery last holiday season, and now it's over 15% and heading towards 20% of our digital business. We have really leaned into the omnichannel services that will give our customers confidence shopping how ever they want to shop. You have to keep your eye on the pulse of those customers. How is data driving these marketing decisions?ĭAVIS: We've doubled down on data and customer insights more than ever before because customer behavior is changing so much. So we're really leaning into the insight that customers are really thinking about gifts for your home as really the perfect gift for this holiday season. If you look at our site, you'll see we've already got tips for the holidays home appliances, small appliances and electrics are up for the holiday season the cozy throws and blankets and comforters are up. They're not traveling, and they're not giving experiences, which has been a go-to Christmas gift. The pivot is to gifts for the home, and we've been really trying to leverage that. The other thing we're seeing that we're really responding to is how the holidays are going to be different from a gift-giving standpoint. So we put into play tips for hosting Thanksgiving - What roaster do you need? How do you set a Thanksgiving table? - as people want to really embrace these new traditions. We saw a significant increase both from Google and Pinterest in people that were hosting Thanksgiving for the very first time. They want to preserve some of their traditions as a family, but at the same time, they're having to pivot to create new traditions, and they're not going to travel as much. Someone was just telling me about a new song by the Jonas Brothers called "I Need You Christmas." That's the way customers are really feeling: We all just need this right now. MARKETING DIVE: What consumer behavior changes are driving the marketing for this holiday season?ĬINDY DAVIS: Our customers do want a sense of normalcy.
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