Bath & Body Works
Bath & Body Works is a large-scale company that retails its products globally. It is engaged in the production of goods in the personal care industry. It has more than 1600 stores and an online store, which ships worldwide. The main product categories of the company are body washes and lotions, candles, accessories, and so on (“Our Story”). The objective of the company is to be the definitive personal care destination. Overall, the enterprise targets to become an innovator in the industry by using natural ingredients and offering high-quality commodities.
The company’s marketing strategy centers around customer reviews. In particular, Bath & Body Works has introduced the Bazaarvoice platform to its clients to enable them to contact each other immediately and leave their comments and ratings regarding the products. Importantly, the company evaluates the conversion of goods based on these customer ratings and ceases the production of those commodities that did not have any ratings from customers. This platform has been integrated with the company’s website. This strategy provided the enterprise with the opportunity to include customer-generated reviews in the marketing strategy (Hayden and Webster 97). At present, Bath & Body Works include this content in its campaigns.
The organization’s business strategy is to expand the brand. It plans to reach new channels and markets through franchise partnerships (“Bath & Body Works, LLC”). It strives for international presence through global collaborations and simultaneously opens new stores in the home country (Bolton and Thompson 269). To achieve active sales from its website, Bath & Body Works offers some top-rated products that can be purchased exclusively from it. In terms of brand strategy, the company aims to develop brand recognition and loyalty. It stresses that customers can receive the products of high quality that have been produced using natural ingredients. In addition, it targets to grow its presence in other countries by opening malls in capital cities.
Works Cited
“Bath & Body Works, LLC.” Vault. Web.
Bolton, Bill, and John Thompson. Entrepreneurs: Talent, Temperament, and Opportunity. 3rd ed., Routledge, 2013.
Hayden, Tim, and Tom Webster. The Mobile Commerce Revolution: Business Success in a Wireless World. Que Publishing, 2014.
“Our Story.” Bath&BodyWorks, 2017. Web.