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Read: Amazon Wardrobe is another blow to department stores Temares also highlighted the use of the stores as fulfillment centers, with online orders shipped from stores and same-day delivery services provided in certain locations. Investors weren’t impressed, however, as the stock plunged 11.2% in midday trade Friday toward an eight-year closing low, after the retailer reported late Thursday fiscal first-quarter profit, revenue and same-store sales that missed expectations. SunTrust analysts say the company could be suffering from the lack of advertising investment. “Bed Bath & Beyond’s relatively low marketing spend (and coupon approach) has also resulted in a possibly stale brand image in contrast to the freewheeling online players who are crafting their brand images in real time with clever marketing,” analysts wrote in a Thursday note. For contrast, SunTrust looks at Wayfair Inc. W, +0.86% which, analysts say, spends twice what Bed Bath & Beyond spends on marketing on far lower sales. Read: RH may be taking a step back, but it’s setting itself up to compete with Amazon “This deficiency will become more apparent in our view as millennials eventually comprise a larger part of the country’s household formation,” the note said. “We believe the only strategies that are working in home décor currently are having a strong value approach (e.g. TJX Cos.’ TJX, +0.76% Home Goods) and effective messaging (e.g. Williams-Sonoma Inc.’s WSM, +0.64% West Elm).” SunTrust suggests either an every-day-low-price approach, even if it means cutting down on coupons, or increasing the current marketing budget.
For the original version including any supplementary images or video, visit http://www.marketwatch.com/story/bed-bath-beyonds-low-marketing-spend-could-be-hurting-prospects-with-millennials-2017-06-23