Bed Bath & Beyond Inc. (NYSE: BBBY) announced a strategic partnership with Bilt to create a unified customer identity and loyalty platform across its retail portfolio, which includes Bed Bath & Beyond, The Container Store, Kirkland's, Overstock, and buybuy BABY.

The partnership will implement Bilt's Guest Experience Platform as a shared intelligence layer across Bed Bath & Beyond's brands. The platform will provide single sign-on capabilities, persistent customer profiles, and coordinated engagement across multiple touchpoints while allowing each brand to maintain its distinct positioning.

"Everything Home is about meeting customers where they are in life and staying relevant as their needs evolve," said Marcus Lemonis, CEO and Executive Chairman of Bed Bath & Beyond. "Bilt gives us the ability to recognize our customers, reward long-term engagement, and build lasting relationships across the full home journey."

The platform will support unified customer identity recognition across brands and channels, flexible rewards tied to engagement and lifestyle rather than just transactions, and portfolio-level insights for personalization. The system will integrate with Bed Bath & Beyond's existing commerce and operating systems.

Bilt Members will gain access to exclusive benefits when shopping at participating Bed Bath & Beyond locations nationwide. Details on specific member benefits and experiences will be announced this summer, according to the press release.

"Bed Bath & Beyond is taking a long-term view of the home category by building a connected platform with Bilt that grows with the customer, while rewarding them," said Ankur Jain, Founder and CEO of Bilt.

Bilt, launched in 2021, operates a membership program for residential customers that allows members to earn rewards on housing payments and access neighborhood services. The Bilt Alliance spans more than 6 million homes across the country.