Bath & Body Works launches national loyalty program and app

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Diving Brief:

  • Bath & Body Works on Mondays announced the national launch of its loyalty program, dubbed My Bath & Body Works Rewards, according to a press release from the company.
  • 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 contains rewards, offers, and gift cards for shoppers.

Overview of the dive:

Bath & Body Works found that, in test markets, loyal customers had higher spend and retention rates than an average customer.

The program was beta tested with select members and associates before expanding to approximately 1,750 locations nationwide. “They helped us design 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 equals 10 points) and early access to events and new fragrance launches. Members also receive an annual birthday gift, previews of product deliveries, and first access to limited product offers. 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 a lot of fun, incentive programs in place to encourage buzz and sign-up,” said Sarah Nash, interim CEO, recently. says about the program on a call with analysts.

The company hopes to enroll a “significant number” of its nearly 60 million customers in the first year.

Many shoppers reacted positively on social media to the rollout of the rewards.

“We know customers expect fun and engaging experiences, whether in our store, online or in the app, and we’ve designed our program to deepen engagement and connection with our customers,” Joanne Friess, senior vice president of marketing strategy, said in a statement. “I’m especially excited to point out 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 the second trimester sales fell slightly down 5% year-over-year to $1.6 billion, while net income was $120 million, down 68% from the same period l last year.

The company said it is cutting about 130 positions, the majority of which are management positions, to simplify its operating structure. At the same time, chief operating officer Chris Cramer resigned from his position “to pursue other opportunities”.

Retailer CEO Andrew Meslow has announced his resignation in February.

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