THE UNCLIPPABLE COUPON
BRAND: HOMEGOODS
BRAND ACTIVATION | MARKET CONQUESTING
We all have a junk drawer filled with Bed Bath & Beyond 20%-off coupon, whether we plan to redeem them or not.
Hmmm… That’s odd.
In May 2023, Bed Bath & Beyond officially filed for bankruptcy and began closing their stores. Bad news for them, but good news for HomeGoods, who had been eyeing a piece of the pie for years.
Within the span of less than 24 hours since Bed Bath & Beyond announced they’re closing, here’s what I did:
Scraping the deep ends of social for everything and anything as it related to how people feel about BB&B closing
Phoned my friends and asked to see if they’re still keeping the Big Blue coupon (spoiler alert: they still do)
Reading up psychology & scientific studies around what coupons do to our brains.
Artifacts: creative brief, social listening dive
Objective.
Make HomeGoods the new chosen destination for displaced Bed Bath & Beyond shoppers.
The second we learned that Bed Bath & Beyond has officially filed for bankruptcy and would be closing down all of their stores by the end of the month, we know this would make a prime moment to seize their market share.
The issue.
While people had been let down by Bed Bath for quite some time, they were still mourning the loss of a beloved institution.
For every big and small milestone of our lives, there was Bed Bath & Beyond.
You knew when Bed Bath & Beyond was the right place to go, and you knew what you could expect to find there: extra-long twin sheets for your first college dorm, a housewarming gift that might actually be useful, a citrus juicer and some serving bowls before hosting the year’s first cookout.
One thing they’ll especially miss? The iconic 20%-off “Big Blue” coupon.
People gave them as gifts to new homeowners and college students, kept them in kitchen junk drawers and car glove compartments. Some used them as a calling card, writing their phone number on the back of the coupons and handing them to fellow patrons.
The F.B.I. found one in the junk drawer at the Santa Monica hide-out of the notorious mobster Whitey Bulger, which goes to show that gangsters are just like everybody else.
Anyone remembers this episode from Broad City?
No matter who you are, how much you make, or whether you need a new set of bed sheets or not, we all get… just a little bit attached to that 20% off coupon.
Because there was a real thrill that came from knowing you’ll never have to pay full price.
The opportunity.
But… HomeGoods never offers any coupon or discount. Because we don’t need to.
While people have been conditioned to believe that they can only get good stuff at a good price when there’s a good sale or a coupon, that does not apply at HomeGoods: we offer deeper discounts, higher quality, every day.
The insight.
At HomeGoods, you don’t need a coupon to feel the thrill of a deal.
HomeGoods’ value is so good, it makes all the coupons in the world meaningless:
All merch is 20-60% below full retail price
No sales, no promotions, no tricks - just great value everyday
Ever-changing selection (everything you love about Bed Bath & Beyond… and beyond!)
What if we remind people they’re free from the burden of clipping coupons thanks to HomeGoods’ amazing everyday deals?
The Activation.
The Unclippable Coupon
We created a series of coupons that literally can’t be clicked on, or clipped, reminding people that they can finally get rid of that coupon they’re never planning to redeem.
Result: +4% comp sales after consecutive down quarters, with increased visits from shoppers who previously went to Bed Bath & Beyond.
