As New Zealand's largest manchester and homeware specialist, Bed, Bath & Beyond recognised that their digital advertising wasn't delivering its full potential. With unclear performance data and misallocated spend, they lacked the confidence to scale.
Lacking the necessary tools and granular data to make informed decisions, they turned to Calibrate for a fresh perspective and a hands-on approach.
We conducted a comprehensive overhaul of their digital strategy, implementing advanced analytics and refining campaign management to improve efficiency and performance. With greater visibility and data-driven insights, Bed, Bath & Beyond gained the confidence to scale their advertising investment and drive sustainable growth.
+1400
%
Increase in Meta Ad activity revenue
+163
%
Increase in Google Ads Search + Shopping revenue
+50
%
Increase in conversion rate for Meta Ads
The Solution
Extensive Audit + Digital Strategy
Our strategy team completed an extensive audit to review the performance of all digital channels, and provided recommendations with a clear implementation roadmap.
We undertook a strategic overhaul of the search channel that included an SEO audit, product feed optimisation and full Google Ads account restructure – with the emphasis on steering the ‘always-on’ Search and Shopping campaigns to improve return on ad spend.
Best-practice Data Collection
The second was to establish best-practice web analytics, data collection and reporting. Calibrate deployed Google Analytics 4, Google BigQuery and Looker Studio.
Moving from Physical to Digital Mailers
In-depth analysis of the product feed showed significant opportunities for improvement.
The channels and budget allocation were put to the test and this showed that Bed, Bath & Beyond’s physical monthly-mailer had become less effective while there was significant untapped potential online.
The Calibrate team were able to provide media planning expertise in selecting appropriate channels and budget allocations to dramatically increase the reach and return on advertising spend (ROAS) from promotional activity.
Best-Practice Data Collection + Analytics
To address the lack of detailed performance insights, Calibrate deployed a full analytics overhaul. This included the implementation of Google Analytics 4, Google BigQuery, and Looker Studio, creating a powerful reporting framework that delivered real-time, actionable insights.
Regular performance reviews ensured transparency and alignment, giving Bed, Bath & Beyond the confidence to scale with precision.
Reallocating Spend: From Print to Digital
Through deep analysis, Calibrate identified a key inefficiency: Bed, Bath & Beyond's physical monthly mailer was underperforming, while their digital channels were rich with untapped potential.
By reallocating budget from print to high-growth digital channels, Calibrate enabled a more efficient media mix that aligned with modern consumer behaviour.
Revamping Search + Shopping Performance
A strategic overhaul of Google Ads and Shopping campaigns was a crucial part of the transformation. The updates included:
- SEO and product feed optimisation to improve visibility and conversions.
- A complete account restructure to ensure an 'always-on' approach to Search & Shopping.
- Advanced bid strategy refinements to improve efficiency and drive incremental revenue growth.
These refinements positioned Bed, Bath & Beyond to maximise visibility and performance across paid search channels.
Scaling Social Advertising with High-Impact Creative
With strong promotional offers and a highly engaged audience, social advertising presented a significant opportunity.
Calibrate worked closely with Bed, Bath & Beyond to refine creative, optimise targeting, and enhance landing page experiences. By leveraging data-driven insights and audience segmentation, social ads became a powerful driver of engagement and conversions.
Technology Stack
The Results
The digital strategy + enhanced analytics gave Bed, Bath & Beyond the confidence to scale their advertising investment in order to support their growth objectives
In the first 2 year periods working with Calibrate’s new digital strategy, hands-on management, and platform integration improved Search efficiency by 50%, Shopping ROAS by 30% and revenue from Facebook alone by 74% YoY.
The improved data analytics and reporting infrastructure gave Bed Bath & Beyond the confidence that the campaign strategy was scaleable and could deliver the growth they were looking for.
+1400
%
Increase in Meta Ad activity revenue
+163
%
Increase in Google Ads Search + Shopping revenue
+50
%
Increase in conversion rate for Meta Ads
“We had suspected our campaigns were underperforming but didn’t know what the potential was. With Calibrate’s expertise, insights + proactive management we are seeing better results than ever before.”
