Bed, Bath & Beyond stuck to its category-killer strategy even as the rest of retail moved on, becoming the poster child for both poor execution and an inability to respond to the collapse of the boring and mediocre middle
. BB&B has been playing catchup here for years, falling short on most dimensions of what others like to call"omnichannel" shopping. The lack of a dedicated BOPIS area is one obvious fix, but there are many opportunities to In my writing and keynote speeches, I've often cited BB&B as a brand that is obsessively trying to and as such fails to create enough loyal, high-CLV customers. The centerpiece of this essential is to treat different customers differently.
A Marie Kondo-like approach to both assortments and merchandise presentation would be a good first step . Adding BOPIS sections is a no-brainer. Experimenting with more experiential offerings to drive traffic and increase cross-sell is worth piloting. The company also needs more premium, exclusive products. Its private-brand strategy needs to get much better, and it's let Target get a big lead through partnerships with brands that would have made sense at BB&Y .
As with so many legacy brands that have gotten into trouble in recent years, the challenges to getting back to being more relevant and remarkable can be daunting. And as with so many that get it so wrong, the problem is they think they have time.
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