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Buybuy Baby revamps registry

buybuy Baby is adding digital and in-store features to its registry.

A leading specialty baby products omnichannel retailer is expanding the offerings it includes as part of its customer registry.

Buybuy Baby, a subsidiary of  the struggling Bed Bath & Beyond Inc., is adding features and benefits to its registry including cash funds, which lets friends and family make contributions via Venmo. Registry participants can use the funds any way they like.

In addition, registry participants will receive $150 in rewards and free shipping for one year when $1,500 worth of product is fulfilled from their registry. buybuy Baby has also revamped its Registry Welcome Box, which includes deluxe samples, coupons, and monthly milestone cards for baby's first year.

The retailer is also expanding a program called “Registry Insiders: The Ultimate Experience,” a series of monthly in-store events which launched in New York City in January 2023. Buybuy Baby will offer “Registry Insiders: The Ultimate Experience” in Torrance, Calif. starting Thursday, June 8, 2023.

The interactive, educational experience is designed to enable expectant parents to try baby gear and products, as well learn from experts about topics such as car seat selection and safety, nursing and feeding preparation, and postpartum recovery. Participants go home with gifts and prizes.

"We know each customer is on a unique parenting journey, so one size does not fit all when it comes to creating a baby registry. We're listening to what our customers want and expanding our registry offerings, like the addition of cash funds, to provide even more options and flexibility," said Patty Wu, executive VP and brand president, Buybuy Baby. "Our experience helping millions of parents over the last 25 years has helped shape our redesigned registry experience and we're proud to be a trusted source for parents as they get ready for this exciting new chapter."

buybuy Baby welcomes new parents with omnichannel offerings

Buybuy Baby also runs an initiative, called welcome to parenthood, that has included educational resources and digital offerings such as livestream and on-demand content. The retailer also partners with the Mommy Mingle online educational community to provide registry members discounts on purchases.

The company also offers a 3D nursery design tool. This application enables customers to create and visualize a custom nursery design in real-time, with the ability to swap furniture and decor such as cribs, dressers, gliders, bedding, rugs, paint color, and wallpaper in and out of a room of their choice to create a personalized space.

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