Bath and Body Works India’s brand digital journey

Our offline journey:

I still remember the first store launch for Bath and Body Works in Delhi, a few years back. Customers were queuing up from early in the morning, because they wanted to be among the first ones to have bought their favourite products and put it up on Instagram. It was amazing to see how much people loved the brand and its offerings. And this was the scenario with all our store launches. The love was just pouring in and increasing!

Our online journey:

We launched bathandbodyworks.in towards the end of 2019 and were delighted to see enthusiastic loyalists from across the country shopping online – especially in locations that we did not have stores. Body care became an important part of people’s rituals… in fact it became a crucial means for people to feel good. Our signature scents acted as mood elevators and a lot of people took this break from their hectic lifestyles as an opportunity to show some self-love – pampering themselves with our lotions, creams and candles.

We’ve seen a month-on-month growth of newer audiences coming on to the site since March 2020. While for a short while, bathandbodyworks.in was the only medium for brand loyalists to get a hold of their favourite products, this was also a discovery period for a lot of new customers. And once they tried our products, they kept coming back!

Online launch events:

Since online became such a huge medium to reach out to potential customers and brand loyalists, in the year 2020, all our collection launches were also online focused. Customers now look forward to the launch of our new floor sets, semi-annual sale or Black Friday event. Online offers the ease of placing an order at your convenience, and at the hit of a few buttons. Most of us lead busy lifestyles anyway, but 2020 also became the year where people were uncomfortable stepping out of their homes. With the internet being a part of the lives of every Indian now we see that engagement with our customers across different geographies is now our new norm.

Way Forward

I think the biggest takeaway from the year 2020 was that the sky is the limit with the Internet by your side. While we received a lot of love from customers and brand enthusiasts in our brick and mortar stores, it was the digital channels that truly made it possible for the entire country to experience the brand. It’s exciting to see the brand reach so many homes and spread happiness in every corner of the country. We hope to continue to achieve many more milestones in the years to come.