Bed Bath & Beyond has entered a partnership with Bilt, a rewards platform that lets members earn points on rent, mortgage and other spending, as part of its strategy to position itself as a broader home living resource.
Together, the companies will bring Bilt’s customer identity, loyalty and engagement platform into what Bed Bath & Beyond identifies as its “Everything Home” ecosystem, creating a shared foundation that involves customers of all the company’s banners, rewards long-term engagement and supports how people live and invest in their homes. The partnership reflects a strategic view that the future of retail isn’t built around isolated transactions or single-brand loyalty programs, Bed Bath & Beyond stated, but around durable relationships that evolve as consumer lives change.
Bed Bath & Beyond pointed out that it intends to build a modern home platform that spans everyday essentials, organization, furnishing and major life moments from moving and family additions to renovation and reordering over time. Through their partnership, Bed Bath & Beyond and Bilt will enhance that platform, connecting customer identity, loyalty and engagement across the portfolio while allowing each brand to maintain its distinct positioning. The partnership will help Bed Bath & Beyond deliver a simpler, more intuitive consumer proposition across its several banners, reducing friction, improving relevance and creating continuity, the company maintained, as customers engage with multiple brands over time. Bilt Members gain access to exclusive benefits when shopping at participating Bed Bath & Beyond banner stores, extending the rewards platform further into the home category.
Bed Bath & Beyond configured the partnership so it can evolve and support future innovation across products, services and customer experiences while maintaining a consistent foundation for identity, loyalty and engagement.
“Everything Home is about meeting customers where they are in life and staying relevant as their needs evolve,” said Marcus Lemonis, Bed Bath & Beyond CEO and executive chairman, in announcing the partnership. “That requires a connected platform behind the scenes that works across brands, not another layer of fragmentation. Bilt gives us the ability to recognize our customers, reward long-term engagement and build lasting relationships across the full home journey.”
