Bed Bath & Beyond Expands Sign Program

Bed Bath & Beyond this month expanded an informational sign program that it first introduced during the holiday season. (See "Bed Bath & Beyond Explains How and Why" in Related Articles.)In addition to the "How to Buy" signs previously deployed throughout stores and the "Why Buy" signs in the cookware department, the home furnishings chain is now offering safety advice and usage tips on P-O-P materials. It also has expanded the "Why Buy" program to other departments. Examples include: a "Candle 101" shelf sign that outlines "hints for safe candle burning." a sign for duvet covers that provides "5 Reasons to Buy" such as "Redecorate inexpensively." in-line headers offering reasons to buy furniture covers, such as "Update your look without buying new furniture."Elsewhere, shelf signs in the towel department present three attributes of each merchandised brand. Nautica towels, for instance, are pitched as "100% cotton," "coordinates with Nautica J-Class" and "soft and absorbent." (See Images at right.)In other activity, shelf, counter and ceiling signs are being used to promote the availability of additional selections in most product categories at "The Beyond Store," the name given to the chain's website.CircularsFor the holiday season, Bed Bath & Beyond maintained its typical strategy of distributing oversized postcards via co-op mailers and direct mail. Most of the pieces offered the standard 20% off the purchase of a single item; a drop prior to Black Friday dangled 20% off the full receipt from 6-10 a.m. on Nov. 27.The chain also issued at least two full circulars during the season. A November flier focused exclusively on holiday cooking and entertaining products such as serving dishes, turkey-baking implements and tableware. A December insert presented a variety of gift ideas, including Yankee Candle items, Perry Ellis bathrobes and slippers, Sharper Image electronics and Cuisinart small appliances.In stores, Bed Bath & Beyond merchandised holiday decor and gifts in upfront seasonal departments and highlighted gift ideas on ceiling banners. (See "Bed Bath & Beyond Explains How and Why" in Related Articles.)

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