Bath & Body Works is an American retail store chain that deals in premium beauty and skincare products including soaps, lotions, fragrances, and candles sold across six continents. Owned by L Brands, Bath & Body Works posted a revenue of USD 11.9 billion in 2021.
With its first store opened in Cambridge, Massachusetts in September 1990, Bath & Body Works became the country’s largest bath shop chain back in 1997.
A QUICK SNAPSHOT
ENGAGEMENT
15
minutes of average view duration
INTERACTION
37
viewers commented on streams
CONVERSION
41
clicked to shop from stream
KEY OBJECTIVES
Bath & Body Works has been a pioneer in offline retail in the beauty and skincare segment.
But with a growing presence of skincare brands online, the brand wanted to disrupt the online experience for its loyal customers.
1. Live commerce: With a need to get into the future of digital commerce, Bath & Body Works considered live commerce as the top choice. With its unrestricted nature to allow viewers to shop without friction, live commerce is certainly the way to go when building a successful digital strategy.
2. Interactive features: The brand has been building several interactive features to keep offline audiences hooked. However, when it came to building the same online, Bath & Body Works wanted industry expertise which came from us.
THE SOLUTION
With our whitelabel shopping integration, we were able to solve both of Bath & Body Works’ objectives with one stone.
BeLive worked closely with the tech and marketing teams at B&BW to understand what the customers wanted from the brand. Using those insights, we built a highly interactive live shopping platform that the brand used for building sales online.
In fact, the offline-focused company was able to pull numbers like 15-minute average viewing duration, 37% comment rate among viewers, and a 41% shop click rate. All in all, a big success as a first step by them!
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