Bed Bath & Beyond Inc. has introduced a new BNPL option, Welcome Pay, and an updated Welcome Rewards loyalty program, which will eventually replace the existing Beyond+ membership, across its Bed Bath & Beyond, buybuy BABY and Harmon brands. The launch of a common rewards program follows months of speculation that the retailer was considering a sale of buybuy BABY.
Welcome Rewards points can be generated across the three brands on every purchase during all shopping trips with no product exclusions. The program is currently available on the brands’ ecommerce sites and apps, with a rollout to stores planned to take place in the next few weeks.
BB&B noted that the retailer’s popular coupons will remain and can be combined with Welcome Rewards. Additionally, members of the current Bed Bath & Beyond’s Beyond+ program may transfer their memberships to Welcome Rewards.
“More than 80% of our customers shared that they would be excited for a program that would allow them to earn rewards across all of our banners,” said Rafeh Masood, EVP and Chief Customer Officer at Bed Bath & Beyond Inc. in a statement. “Now, they can do just that, and without any exclusions on earning points, customers can also quickly gain rewards that will make shopping for everything from special occasions to everyday essentials even more affordable.”
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The tiered program offers a complimentary subscription in addition to paid options. Under the complimentary Welcome Rewards tier, customers will enjoy:
- 10 points for every $1 spent;
- 5,000 free points by signing up by July 31, 2022;
- Free standard shipping for all online purchases within the first seven days of membership with no minimum purchase; and
- Free standard shipping thereafter for orders of $39 or more.
For an annual fee of $29, customers who enroll in the upgraded Welcome Rewards+ will receive benefits including:
- 15% off total purchases;
- An additional 5% off through receiving 50 points for every $1 spent;
- 10,000 free points for signing up by July 31, 2022;
- Free standard shipping for all online purchases; and
- Complimentary same day delivery four times per year with no minimum.
Bed Bath & Beyond is also introducing a credit card tied to the new program. Customers who enroll in the Welcome Rewards Credit Card will gain access to:
- One free year of Welcome Rewards+;
- 15% off total purchases;
- 100 points for every $1 spent at Bed Bath & Beyond, buybuy BABY or Harmon;
- Free standard shipping for all online purchases; and
- Complimentary same day delivery four times per year with no minimum.
The brands’ websites and mobile apps will provide customers with access to the Welcome Rewards dashboard, where they can see their points and rewards, exclusive benefits and birthday rewards.
BB&B will unveil an in-store and online “open the door to more” campaign. The campaign will include in-store and online marketing such as email, organic and paid social media ads, digital video, SMS and affiliate marketing.
