If you can’t beat them, poach them—no, not eggs—e-commerce. Bed Bath & Beyond snatched up two especially good eggs for its e-commerce business, just in time for Easter.
Jill Pavlovich, previously head of exclusive brands and merchandising for online furniture hero Wayfair, will soon be Bed Bath & Beyond’s senior vice president of digital commerce. Jake Griffith, previously a general manager for sports and fitness at big box powerhouse Walmart, has been named vice president of product management. Bed Bath & Beyond has been giving its brand a spring cleaning including shelling out more investments to build a stronger digital presence, remodeling its stores, hatching new brands, and eliminating assets that don’t speak to its new mission. Earlier this month, it debuted Nestwell, for example, an in-house line of bedding and bath essentials that is the first of at least ten in-house brands the company expects to launch over the next two years.
As consumers continue to spend more time cooped up at home during the COVID-19 crisis, relying on the internet for both essential and entertainment services, elevating e-commerce should be a key goal for brands of all backgrounds. Leading labels in Gartner’s Digital IQ Index: Big Box that had embraced e-commerce before the pandemic were the brands best positioned to meet the sudden surge in online traffic, which fluctuated between 50% and 70% increases. Retailers slow to to adopt e-commerce, like IKEA, which fell into the ranking’s Average class this year, struggled.
Bed Bath & Beyond has already been aligning its marketing objectives with supply chain operations that support a seamless omnichannel experience, but there is still work to be done. The brand’s new hires should make sure to incorporate common customer questions and information needs into site content to increase engagement and remove potential purchase obstacles.