Bath And Body Works Marketing Strategy

Bath & Body Works Launches Website
Bath & Body Works is an American retail store owned by Limited Brands. It specializes in numerous fragrant lotions and bath items. In the past, Bath & Body Works stores were sculpted as having more of a "customized" feel. All stores were not exactly alike and the product selection was slightly different. Over time, the business became more organized and streamlined. Today, the store continues to offer a wide array of products. They have several scents, which rotate every few months, as well as seasonal "limited edition" ones. Lately, the business has seen some competition from less expensive outlets, so they have begun offering more frequent sales on their soon-to-be-discontinued items. The 15-year-old company, made $29.4 billion from holiday shoppers last year, which according to the National Retail Federation was 7 percent of …show more content…
Bath and Body works is established brand and physical presence, and therefore does not need to spend as much time as online –only companies to build their brand online. There are able to leverage existing marketing efforts by adding their web address to promotions and encouraging customers to go online, an effort to capture an ever larger spending of their share. Because the internet is a global network it allows customers from all over the world to view or purchase a businesses product; expansion of the customer base from just local customers. The website can be accessed by customers 24 hours a day and sales can also be made at any time without a salesperson being present. For the Bath and Body Works Company reducing the amount of inventory, employees, purchasing costs, order processing costs, reduced transaction costs and possibly, someday, eliminate physical stores is the big