by Ken Reigle

Created on: February 03, 2008

Bed, Bath & Beyond is a shining star in the home accessory retail segment due to their unrivaled customer service, their vast array of unique and interesting products, and their compelling promotional strategy. By focusing on the experiential aspects of retailing, Bed, Bath & Beyond has managed to attract and retain a loyal customer base.

Customer Service

In today's competitive retail environment, especially as an increasing number of consumers opt to shop and subsequently purchase online, customer service at the brick-and-mortar stores becomes a critical differentiating factor. The associates at Bed, Bath & Beyond understand this, and they excel at servicing their customers. Smiling associates greet every customer with a cordial "Hi, can I help you find something today?" or an equally warm and welcoming query.

Numerous Bed, Bath & Beyond associates can be found stocking shelves or walking the floor, making eye contact with every customer who makes the circuitous journey through the store. Those who have previously shopped at this retailer will know the store is set up in a rectangle with sections of product located in U-shaped sections off each side of the box. This clever design allows store associates to easily notice customers on each arm of the rectangle and immediately offer service if required.

When a customer requires assistance finding a product, instead of haphazardly pointing in a random direction, the associate walks the customer directly to the product's location. If they do not know where the product is, they call someone else who does. Multiple computer systems are spread throughout the store, enabling associates to check inventory levels for products that have been sold out of the shelf location.

At checkout, the cashiers are helpful, courteous, and excel at keeping the lines moving. If a line grows to more than a few patrons, the front-end supervisor is quick to open another lane. Bed, Bath & Beyond understands how precious time is and has procedures in place to respect their customers' time.

Product Selection

From this retailer's name, it's obvious they sell products for the bedroom and bathroom, but what pleasantly surprises customers is their vast assortment of items for many other areas of the household. Interesting products can be found for the kitchen, dining room, closets, living/family room, and office. There is also a fine selection of window treatments, small furniture, rugs, cleaning supplies, home decorations, and creature comfort items. Remember to check out the clearance section for great deals on older style or scratch-and-dent items.

Promotional Strategy

Bed, Bath & Beyond is famous for mailing out "20% off a single item" coupons to its customer base. With this coupon at checkout, 20% will be automatically deducted from your highest priced item. The coupons are valid on previous purchases, and cashiers will happily adjust your transaction if you bring back the receipt and coupon. You don't even need to haul the purchased item back to the store.

The primary challenge of shopping at Bed, Bath & Beyond is leaving the store without buying extra products you didn't know you needed. Even so, you're likely to return again to experience the wonderful service and spend hours walking the aisles of fantastic merchandise. Don't forget your 20% coupon!

Learn more about this author, Ken Reigle.
Click here to send this author comments or questions.