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The Ratings Game: Bed Bath & Beyond’s low marketing spend could be hurting prospects with millennials

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Bed Bath & Beyond says it’s fleet of about 1,500 stores is an asset for a variety of reasons

Bed Bath & Beyond Inc. talked up the value of its more than 1,500 stores as an avenue for cutting advertising costs, but SunTrust Robinson Humphrey analysts think the lack of marketing spend might be hurting the brand with millennials.

On the late-Thursday earnings call, Bed Bath & Beyond BBBY, -12.12% Chief Executive Steven Temares said the store fleet is both profitable and valuable to the multiplatform experience.

“Our omnichannel strategy captures operational efficiencies such as necessitating the lower digital advertising expenditures than usual for pure-play online retailers, and provides for enhancements to customer convenience, including services for reserving an item online and picking it up in-store, returning an online purchase to a store, or scheduling an appointment online to meet with one of our registry consultants in-store,” he said.

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