Why The Body Shop stands out in The Customer Dimension
Obtain the Manufacturer Index Report 2022 for more perception
The Brand Index 2022 names the premier 500 brands that sell to customers in the 32 markets of the EU, EEA as well as the United kingdom and Switzerland. It is built to help makes of all sizes assess their technique in opposition to the finest in the business.
They are ranked in an index that is primarily based on footprint dimensions as very well as their efficiency by means of six Functionality Proportions – The Consumer, Engagement, Merchandising, Cell & Cross-channel, Operations & Logistics, and Method & Innovation.
Now, we glance at why The Body Shop is major the way when it arrives to the shopper experience.
The System Store has always been a campaigning model – and that’s a little something that stays real currently. Back in 1976, Anita Roddick started the model as a cruelty absolutely free cosmetics enterprise that didn’t check products on animals. Items, sold in refillable packaging, ended up made to make buyers experience good about themselves.
Currently the brand name is owned by Natura &Co and has been B Corp accredited given that 2019, with a motivation to campaigning that still endures. In its British isles dwelling current market, The Entire body Store is now functioning a campaign to prolong the voting age to 16 and 17-calendar year-olds, though a portion of its web-site explores its history of activism, which it sums up as operating “for prolonged-term, systemic social improve for the up coming generation”. In-store it is rolling out refill stations exactly where prospects top up on their favorite items when applying the similar prolonged-long lasting aluminium packaging.
More than the several years it has pioneered an approach to manufacturer values that has come to be much more mainstream in modern yrs. Today the emerging generation of prospects expects the brands that they purchase from to reflect their own values to a increased extent than in past many years.
The Overall body Store stands out in The Buyer Dimension for its use of products ratings and critiques. The manufacturer illustrates its merchandise with both of those star scores and product or service opinions. Star rankings consist of sub rankings for functionality, top quality and value, when the helpfulness of a critique is rated by other clients. Internet site end users can then type evaluations by elements including helpfulness, score, and recency. Evaluations sit together with in-depth product descriptions which incorporate details of how a product’s components and packaging are manufactured and sourced.
The Overall body Shop web page also contains tons of customer-helpful advice, from ‘how to’ guides to skincare advice along with additional general advice on subjects these kinds of as how to relax at nerve-racking situations to enhancing sleep excellent. A ‘trending’ website page points web-site site visitors to the most current solutions and developments, and the web page also has a loyalty club supplying details that can be invested on the web page as very well as distinctive features and competitions. Consumers can also get in touch to inquire for aid by way of a live chat service.
The Physique Shop is a single of only 3% of models outlined in this index that proceed to provide the support to buyers after an 8 share position decrease in excess of the very last yr. Even so, it is in the group – cosmetics – that has the optimum use of stay chat, at 8%.