BuyBuy Baby Launches Virtual Nursery Design Tools

Need to Know

• BuyBuy Baby (a Bed Bath & Beyond subsidiary that sells baby and children’s essentials) has launched a tool that allows shoppers to design the nursery of their dreams online.
• The tool, called the 3D Nursery Design Tool, is powered by Decorist, a virtual interior design service, and allows users to “fill” a nursery with items from BuyBuy Baby.
• Users can choose 15 pre-styled nurseries or can start from scratch.
• The 3D Nursery Design Tool is shoppable: users can add items from their virtual nursery to their shopping cart or registry.

Analysis

BuyBuy Baby, the baby and children’s’ decor and furniture essentials retailer, has launched a new tool that will allow expectant parents to design their dream nursery from home.

The 3D Nursery Design Tool, which the Bed Bath & Beyond subsidiary announced on January 27, is a partnership with Decorist, the online interior decor service. The tool allows customers to see how items from BuyBuy Baby would look in a room of their choice, and also offers the option for users to view 15 pre-designed rooms, put together by Decorist designers using items that are available for purchase from BuyBuy Baby. Using the tool, customers can place furniture and other items anywhere in a given room, and add decor touches such as paint or wallpaper.

The rooms are 3D, but furniture and decor items can only be placed in prescribed locations: the crib goes against the back wall, for instance, while a dresser is always placed against the room’s left wall. Once they’re finished styling their nursery, customers can add items they’ve used to their shopping cart or to a registry, or email completed designs to friends and family members.

“We know how important creating the perfect nursery is to our customers and are excited to expand our Design Squad services to make it easier and even more inspiring for parents to bring their nursery vision to life,” said Patty Wu, SVP and general manager of BuyBuy Baby. “By giving parents the opportunity to visualize their nursery before investing, with the ability to compare décor options side-by-side, the 3D Nursery Design Tool takes the stress out of the design process.”

The 3D Nursery Design Tool is part of Bed Bath & Beyond’s Design Squad platform, which offers professional decor and design advice—plus quizzes and blog posts—to help new parents furnish their nursery. When customers are ready to purchase items from BuyBuy Baby, the store offers a number of pandemic-friendly buying options, including in-store and curbside pickup and same-day delivery.

The launch of the 3D Nursery Design Tool comes five months after Bed Bath & Beyond launched College From Home, a similar tool that allowed post-secondary students to convert bedrooms to learning spaces by selling items from desks to organizational solutions. The tool was also a partnership with Decorist. Bed Bath & Beyond has seen a substantial spike in online sales during the COVID-19 pandemic, posting a 77% increase in digital sales across all of its brands, including BuyBuy Baby and Decorist.