Playing for Keeps
July 11, 2014,
Does Bed Bath & Beyond own the back-to-college business? Some of its rivals would argue the point – Macy’s chief among them. But there’s no question that BBB is the most aggressive in going after the college-bound student and her mom. It’s also the first out of the gate in promoting the season.
As chronicled on this page last month, Bed Bath & Beyond set its first Campus & Beyond merchandiser around Memorial Day – at a point when most college students returning home for summer break had barely finished unpacking.
It should be noted the screen was placed atop shelving for Wamsutta DreamZone — the most expensive set in the sheet assortment dedicated to back-to-college.
|A pop of pop art. BTC bedding merchandised with canvas wall art from The Art of Stephen Fishwick. In addition to Marilyn Monroe,|
|A pop of pop art. Bob Marley,prints merchandised in a box nearby include Albert Einstein and Audrey Hepburn.|
|Tell me about it. The in-store video featuring a mother and her daughter H&TT shopping BBB for college dorm merchandise puts the spotlight on Mom. Also known as “the one with the wallet.”|
Nearby, three beds — the most prominently positioned in the department — were dressed for BTC. In addition to the usual extras (toss pillows and window panels) each display featured a bold piece of printed canvas wall art from The Art of Stephen Fishwick. Individual panels were available in a box by one of the beds and priced at $39.99.
In bedding, BBB was pumping 4-piece and 6-piece quilt sets under the Studio 3B label, as well as a reversible comforter set branded Anthology (sounds an awful lot like Anthropology, doesn’t it?) and the lone male-oriented pattern, a plaid from Nautica.
But back to that video. The coup de grace was the moment the mother turned to the camera and said: “I am so looking forward decorating a room the way I want to.” Said room, of course, being the one currently occupied by her daughter.
That’s classic Bed Bath & Beyond — never miss the opportunity to suggest an add-on sale.