Bed Bath & Beyond builds a unified customer identity and loyalty platform with Bilt to deliver more connected and personalised customer experiences across its brand ecosystem.
Bed Bath & Beyond has announced a strategic partnership with Bilt to create a more connected, rewarding, and seamless experience for customers across its brand portfolio.
The partnership will integrate Bilt’s customer identity, loyalty, and engagement platform into Bed Bath & Beyond’s “Everything Home” ecosystem, enabling a shared foundation that recognises customers across brands and supports long-term engagement.
The initiative reflects a shift toward building durable customer relationships that evolve as customers’ needs change over time, rather than focusing on isolated transactions or single-brand loyalty programmes.
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Advancing the Everything Home Vision
Bed Bath & Beyond is developing a modern home platform that spans everyday essentials, organisation, furnishing, and major life moments such as moving, family growth, and home renovation.
Delivering on this vision requires a unified approach to understanding customers, engaging them meaningfully, and creating value across multiple brands.
Through this partnership, Bed Bath & Beyond and Bilt aim to connect customer identity, loyalty, and engagement across the portfolio while allowing each brand to maintain its distinct positioning and experience.
“Everything Home is about meeting customers where they are in life and staying relevant as their needs evolve. That requires a connected platform behind the scenes that works across brands, not another layer of fragmentation. Bilt gives us the ability to recognise our customers, reward long-term engagement, and build lasting relationships across the full home journey,” said Marcus Lemonis, Chief Executive Officer and Executive Chairman, Bed Bath & Beyond.
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A Shared Platform Built for Scale and Flexibility
At the core of the partnership is Bilt’s Guest Experience Platform, which will act as a shared intelligence layer across Bed Bath & Beyond’s portfolio.
The platform is designed to scale and support:
- Unified Customer Identity: A single sign-on and persistent customer profile enabling recognition across brands and channels
- Modern Loyalty Infrastructure: Flexible rewards and benefits tied to engagement and lifestyle, not just transactions
- Coordinated Engagement: More relevant and consistent communications across touchpoints
- Portfolio-Level Insight: A shared view of customer activity to support personalisation and long-term value creation
The platform will integrate with existing commerce and operating systems, minimising disruption while enabling future expansion into new services and categories.
“At Bilt, we connect the home to neighbourhood commerce. Bed Bath & Beyond is taking a long-term view of the home category by building a connected platform with Bilt that grows with the customer, while rewarding them. This partnership brings together our shared values around durability, flexibility, and putting the customer relationship at the centre of everything we do,” said Ankur Jain, Founder and Chief Executive Officer, Bilt.
Expanded Value for Customers and Long-Term Collaboration
For customers, the partnership aims to deliver a simpler and more intuitive experience by reducing friction and improving relevance across interactions.
Bilt members will gain access to exclusive benefits when shopping across participating Bed Bath & Beyond locations, extending the rewards ecosystem further into the home category.
The collaboration is designed to evolve over time, supporting future innovation across products, services, and customer experiences while maintaining a consistent foundation for identity, loyalty, and engagement.
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