Dive Brief:
- Bath & Body Works on Monday announced the nationwide launch of its loyalty program, dubbed My Bath & Body Works Rewards, according to a company press release.
- The retailer also announced the My Bath & Body Works App, which allows shoppers to shop, earn points and view exclusive content.
- An in-app wallet holds rewards, offers and gift cards for shoppers.
Dive Insight:
Bath & Body Works found that, in test markets, loyalty customers had higher spend and retention rates than an average customer.
The program went through beta testing with some members and associates prior to its expansion to around 1,750 locations nationwide. “They helped us craft this and that makes it even more special,” Brand President Julie Rosen said in a statement.
Loyalty program members earn points with every purchase ($1 equates to 10 points), and early access to events and new fragrance launches. Members also get an annual birthday gift, sneak peeks at product drops and first access to limited product offerings. They can also redeem a free product of their choice, up to $16.50, when they spend $100 or earn 1,000 points.
“We have numerous incentives and fun programs in place to encourage the buzz and enrollment,” Interim CEO Sarah Nash recently said regarding the program on a call with analysts.
The company is hoping to enroll a “significant number” of its nearly 60 million customers in the first year.
Many shoppers reacted positively on social media to the rewards rollout.
The fact that bath & body works is now doing rewards ???????????? omg finally
— tk (@tippygyal) August 22, 2022
bath & body works is finally getting a rewards program???? .. as much money as i spend in that place
— SUNkissed&spoiLED (@mainly_miss) August 18, 2022
It’s about time Bath&Body Works came out with a rewards program!! As many candles as I purchase I should be in top tier reward status
— Java K ???? (@TrillMFJill) August 18, 2022
“We know that customers expect fun and engaging experiences whether shopping in our store, online or in the app, and we’ve crafted our program to deepen the engagement and connection with our customers,” Joanne Friess, senior vice president of marketing strategy, said in a statement. “I’m especially excited to underscore that a key differentiator from other loyalty programs is that our members can redeem their rewards for free full-size products, not just sample sizes.”
Last week, Bath & Body Works said that second-quarter sales dipped slightly with a 5% year-over-year decrease, coming in at $1.6 billion, while net income was $120 million, down 68% compared to the same period last year.
The company said that it was eliminating around 130 roles, the majority of which are leadership positions, in order to simplify its operating structure. At the same time, Chief Operating Officer Chris Cramer resigned his position “to pursue other opportunities.”
The retailer’s CEO, Andrew Meslow, announced his resignation in February.
