The Body Shop opened its first Australian store in 1983, first direct selling business The Body Shop At Home™ in 1997 and it’s first online store in 2000. Today, it still remains as one of the top retailers in the industry.
The ‘story’ behind the conception of The Body Shop and what it stands for is the very reason of its infinite success.
According to Heath Tully, E-Commerce Director at The Body Shop, “While selling is a key objective of the website, storytelling and education is just as important. We prioritise our Community Trade partnerships, ingredient storytelling and campaigning history. This is our founder Anita Roddick’s legacy and a true pillar of what The Body Shop stands for. We have a strong history of successful activism and the website is a really important tool in communicating these initiatives with our customers.”
In the recently released Power Retail’s Top 100 Online Retailers, The Body Shop claimed its rightful place as one of the online shopping destinations Aussies love most.
Tully said, “We are most grateful to have been included in the list! “We are very proud of our achievements and thankful for being recognised amongst so many diverse retailers. We’ve been very proactive in creating a better online experience for our customers. This has been driven by us analysing the data we’ve collected from the new technology, which has enabled us to create better solutions.”
For the past 12 months, here are the following initiatives that contributed to The Body Shop’s ongoing success:
- Replatforming onto Hybris in March 2018
- The development of new delivery methods
- Rolling out a loyalty program both online and in store
- The launch of its personalisation tool and strategy
Tully further noted, “Personalisation is a key emerging trend and an important part of the experience we want our customers to have on site. As such, we launched a personalisation tool and developed a strategy to support this in 2018. In the last year we have also added Live Chat to our customer service offering. This service is being used for general customer service queries as well as skincare advice. It’s our hope that this helps our customers, no matter where they are located to receive product solutions to suit their skincare concerns.”
Technology and trends are fast evolving every single day, The Body Shop as a retailer must work in an agile framework which is best suited to the demands of being a fast paced global retailer.
Sustainability is one of the may challengers every retailer is facing, fortunately, The Body Shop is fully aware about it. Their contribution to the environment is avoiding plastic and using recycled or recyclable paper for online packaging instead. This move is expected to soon become a trend that both consumers and businesses will follow.
Source: Power Retail
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