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man kissing smiling baby

Department Store/Marketplace


buybuy BABY

buybuy BABY, more like hello Top 25! The brand makes a memorable debut on the Index in 2021 by clinching a coveted spot among the world’s most personalized brands.


buybuy BABY is well into its adult years—the brand sits comfortably nestled into the upper echelons of this year’s Index along with its parent company, Bed Bath & Beyond.

Recently buybuy BABY rolled out new partnerships and personalization tools to offer shoppers better product recommendations that fit their interests. This new service complements buybuy BABY’s on-site product recommendations that are collaboratively filtered when viewing products, and appear on the site’s landing page for products that best fit customer shopping habits and user profiles.


Previous Rank






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Why we love buybuy BABY

User-generated content

Uploading customer social content on the brand’s website is a strategic (and personal) way for buybuy BABY to show off its products. And we’re not just saying that because we get to see tons of adorable baby faces while shopping online. It enables shoppers to see how other parents have styled outfits and how products online actually look when in use. A necessity during a time most new parents aren’t able to physically see things in person.

user generated content example

Additional style services

buybuy BABY takes after its personalization expert parent company, Bed Bath & Beyond, by providing shoppers with much more than just a buying experience. On the website, customers can create their own Pinterest-esque idea boards where they can add products, browse other idea boards, and send idea boards to friends and family, inspiring what’s pretty much a never-ending baby registry. Partnering with Decorist, the brand also lets customers take advantage of an interactive style quiz to get personalized product recommendations for decorating their child’s room.

email personalization example

Personalized re-engagement emails

Just like the name implies, the brand wants shoppers to buy-buy and not say bye-bye anytime soon. That’s why buybuy BABY makes sure to remind shoppers about all the great products and services they offer through re-engagement emails personalized to each shopper’s interests. The baby experts will even let you know when that perfect item you were looking at gets back in stock, to make sure you don’t forget it or buy it elsewhere.

personalized re-engagement email example

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