Pricing Case Study: How One Iconic Price Promotion Forged a Retail Brand For Over 3 Decades

Bed Bath & Beyond's "20% off any single item" coupon became its core association & differentiator in a crowded market.

“I feel like, if I throw them away, I’m throwing away money. I don’t think I’ve ever shopped there without a coupon.” - Mikki Madden, Bed Bath & Beyond customer.

“It feels like I've won the lottery! I would have bought all that stuff anyway, so now I feel like I've earned money.” - Adina, Bed Bath & Beyond customer.

Many brand managers dissociate pricin…