UNION, N.J., April 12, 2021 /PRNewswire/ -- Embarking on
its 50th year as a leading home expert, Bed Bath & Beyond
(Nasdaq: BBBY) is inviting customers to "Home,
HappierTM" with a new brand campaign rooted in its
purpose of inspiring customers and making it easy to feel at home.
"Home, Happier" is an expression of Bed Bath & Beyond's
strategy to reinvent its business around the customer and is part
of a comprehensive growth plan to further solidify itself as an
authority in the $180 billion home
market. "Home, Happier" will be brought to life throughout the
omni-channel customer experience, both in-store or online, and
through a new marketing campaign that inspires customers to
celebrate the important role that home plays in their lives.
Bed Bath & Beyond's strategy is to further solidify itself as
an authority in the $180 billion home
market.
Cindy Davis, Executive Vice
President and Chief Brand Officer of
Bed Bath & Beyond and President of Decorist, said, "For the
past 50 years, we have made it easy for people to feel at home. To
learn even more about our customers, we recently conducted a study
and discovered that a large majority (69%) of Americans agree that
their home impacts their overall happiness. More than 80% of people
agree that when they are happy with their home, they feel happier
in general. With these and other key findings as inspiration, we
are re-imagining our brand by helping customers unlock the magic in
every room with everything they need to 'Home, Happier.' This is
not only a promise to our customers; it is the building block of
how we are transforming our business – so that everything we do is
focused on helping our customers realize each room's potential so
they can embrace the possibility in every day."
"Home, Happier" Campaign
Bed Bath & Beyond's
"Home, Happier" brand campaign focuses on the Company's belief that
a home is a feeling that is created by every moment, in every room.
The Company will inspire people by offering products, values and
experiences that are tied to a happier home. The fully integrated
campaign will be anchored by a :30 anthem TV spot airing nationally
beginning April 14 and features a
suite of creative assets supported by an omni-channel paid media
plan, including national broadcast and cable TV, streaming online
video, paid social, print, in-store, email and display.
Home, Happier In-Store
The introduction of "Home,
Happier" is a critical part of the Company's three-year
transformation plan that also includes the in-store customer
experience and the customer journey. More than a tagline or
campaign, "Home, Happier" is about everything Bed Bath & Beyond
stands for as a brand in its relationship with customers'
homes.
Bed Bath & Beyond's retail associates will play an important
role in bringing "Home, Happier" to every interaction with
customers. As part of this evolution, the Company will outfit store
associates with uniforms that reflect the brand's identity,
including aprons, new name tags, branded face coverings and more.
The new uniform is designed for the comfort of associates, but also
reflects the Company's commitment to making customers feel welcome
and enabling them to easily find a store associate.
In a pivotal year for the business, Bed Bath & Beyond has
introduced new ways to elevate the in-store experience through a
customer-inspired lens making it easier and more convenient to
shop. This includes the welcomed addition of services like curbside
pick-up, buy online & pick-up in store, and same day delivery
as well as elevated store designs with improved in-store signage,
modernized store layouts and strategic merchandising displays
across Bed Bath & Beyond stores nationwide. Bed Bath &
Beyond will take the in-store experience to the next level by
remodeling 450 stores in the next three years, making the customer
shopping experience even easier and more inspiring.
Customer-Inspired Owned Brands
As Bed Bath &
Beyond celebrates a half century as a leading home retailer, it has
already initiated the biggest change in its product assortment in a
generation through the introduction of Owned Brands designed to
guide our customers in their journey to Home, Happier. The first of
these Owned Brands, Nestwell™, launched in March and is a highly
relevant assortment of quality bed and bath goods that will build
authority in the growing sleep category.
Later this month, the Company plans to relaunch its Haven™ bath
brand as a true Owned Brand, providing a spa-inspired assortment of
organic cotton products and more, to help customers create their
own bath sanctuary. In May, the Company will launch Simply
Essential.™, a new Owned Brand assortment at opening price point,
that will include more than 1,000 hard-working household essentials
and highly functional, well-designed products at great value across
multiple destination categories and rooms. A total of at least
eight Owned Brands will launch before the end of February 2022.
Bed Bath & Beyond's Home, Happier Survey
Bed Bath
& Beyond also released several data points from its recent
"Home, Happier" survey that inspired the company's new brand
positioning. The survey findings highlight the importance of home
in relation to one's overall wellbeing and delivers insights into
the evolving role of the home within peoples' lives. Key findings
include:
- People see their home as central to their overall
happiness: 84% of Americans agree that when they are happy
with their home, they feel happier in general. About eight-in-ten
(78%) Americans say they feel happier at home compared to anywhere
else. When asked which factors are most important to their overall
happiness, their home is a top choice for 53% of Americans over
money (37%), their job/career (29%), and their social life (23%). A
majority of Americans agree that their home impacts their overall
happiness (69%).
- As our sanctuary, the home is truly where the heart
is: Seven in 10 (70%) Americans say their home is more
important to them now than it has ever been. 83% of Americans view
their home as their sanctuary.
- A key aspect of home happiness is
aesthetics; when our homes look good, we feel good; if
it doesn't, it negatively impacts our overall happiness: 71% of
Americans agree that décor changes in their home can make a big
difference in their mood. Two-thirds (66%) of Americans agree that
when they dislike the way their home looks, it negatively impacts
their overall happiness.
About the "Home, Happier" Survey
In partnership with a
trusted third-party vendor, Bed Bath & Beyond conducted an
online omnibus survey among n=1,215 U.S. adults 18+. The U.S.
sample was weighted to be nationally representative as it relates
to age, gender, household income, race/ethnicity and region. The
margin of error of the total sample is +/- 3.0 percentage
points.
About the Company
Bed Bath & Beyond Inc. and
subsidiaries (the "Company") is an omnichannel retailer that makes
it easy for our customers to feel at home. The Company sells a wide
assortment of merchandise in the Home, Baby, Beauty and Wellness
markets. Additionally, the Company is a partner in a joint venture
which operates retail stores in Mexico under the name Bed Bath &
Beyond.
Bed Bath & Beyond operates websites at bedbathandbeyond.com
and bedbathandbeyond.ca.
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SOURCE Bed Bath & Beyond