BJ’s Puts Weight Behind Omnichannel Offerings

BJ’s Wholesale Club is significantly ramping up marketing for its growing assortment of digital tools and omnichannel services as it leverages technology to weave online and offline shopping together into one cohesive experience.Over the past two years, BJ’s has bolstered its senior management team with additions tasked with improving omnichannel capabilities. “This new leadership team has implemented significant cultural and operational changes to our business, including transforming how we use data to improve member experience … and building an omnichannel offering oriented towards making shopping at BJ’s more convenient,” the company said in its recent initial public offering (IPO) filing.The East Coast warehouse club is heavily promoting its increasing shopper-facing capabilities, particularly its mobile application with add-to-card coupons and Express Scan capabilities, its revamped click-and-collect program Shop BJs.com — Pick Up in-Club, and the availability of same-day delivery via Instacart as well as bjs.com.In stores, the retailer has been trying something new by employing various P-O-P materials to direct shoppers online for deals and services. For example, posters positioned in the home appliance department promote LG and Whirlpool products only available at bjs.com/appliances. Meanwhile, in the entertainment department, a Samsung Smart TV screen advertises its availability both “in the club and on bjs.com.”BJ’s also recently rolled out a purple signage package promoting Shop Bjs.com — Pick Up in-Club. Digital ads support.Email blasts from the retailer plug its mobile app, digital coupons, same-day delivery, Shop Bjs.com – Pick Up in-Club and online-only deals. Among them:A July 14 missive insisted shoppers “don’t miss [their] online-only deals,” and linked to a “Hot Deals” e-commerce page within bjs.com where the online deals were presented under an “online” filter.A July 22 email offered 50% off on BJ’s Inner Circle membership when nonmembers sign up through BJ’s Easy Renewal program before Aug. 5, parading the retailer's omnichannel offerings as a way to entice shoppers to join.A July 21 missive invited members to partake in the retailer’s chainwide, two-day, in-store event to learn from BJ’s employees how to best use its digital tools and programs.A Facebook event and a July 18 Facebook update from BJ’s linked to a web page within bjs.com spotlighting all of the warehouse club's digital tools in one location.In related news, the retailer just revamped its online member journal, BJ’s Stocked, with a new look and feel, following a similar makeover to bjs.com. A July 16 email blast highlighted the new design. The updated journal dedicates more home page space and blog posts to promoting BJ’s omnichannel experience by integrating BJ’s digital coupons and offering in-club and online suggestions and savings.

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