buybuy BABY has unveiled “Welcome to Parenthood,” an in-store and online marketing campaign providing parents with practical advice from other parents as well as child care professionals. The program will include educational resources, reimagined shopping experiences, a revised registry and a range of new digital offerings.
As part of the program’s expanded educational platform, the retailer is launching a virtual concierge service on both the buybuy BABY website and mobile app so customers can chat directly with registry and product experts, and is adding new, exclusive parent-founded brands, online classes and free webinars.
The expanded platform is a key component of the strategy of parent company Bed Bath & Beyond to transform its business and position itself as a digital-first, omni-always retailer. In 2020, the company introduced BOPIS and curbside pickup, along with same-day delivery, to put digital purchases into the hands of buybuy BABY customers sooner.
“For the past 25 years, buybuy BABY has been committed to equipping parents with everything they need to navigate the parenthood journey,” said John Hartmann, COO of Bed Bath & Beyond and President of buybuy BABY in a statement. “As Bed Bath & Beyond continues its broader transformation, we are eager to invest, build and innovate to further grow the business. ‘Welcome to Parenthood’ is not just a promise of support to our customers as they join the community of parenthood, but the foundation of how we are transforming our business.”