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Esohe Omoruyi - The Body Shop International PLC - HUBFORUM Paris 2013

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HUBFORUM PARIS 2013 …

HUBFORUM PARIS 2013
Panel : Fashion & Beauty 2.0
Intervenant : Esohe Omoruyi - International Head of Digital International E-Commerce - The Body Shop International PLC

http://www.hubforum.com/paris/2013/
www.hubinstitute.com

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  • 1. The Body Shop International Digital (R)evolution Hub Forum Presentation – October 2013
  • 2. The Body Shop: A Unique Business Model Within The L’Oreal Group • • 2,400 Stores in 61 Countries Ecommerce enabled in 22 markets; #1 Ecommerce brand in The L’Oreal Group* *based on total combined volume, globally
  • 3. 3 Priority Focus Areas in Digital THE BODY SHOP INTERNATIONAL INSIGHT DRIVEN CONTENT CREATION CONSUMER-CENTRIC DISTRIBUTION MULTI-CHANNEL ENGAGEMENT VISION: To be the number one ethical global beauty brand that is fully digital, end-to-end, by creating experiences for our consumers that embody our core brand values and enables them to have total access to The Body Shop across any device, anywhere
  • 4. 3 Priority Focus Areas in Digital THE BODY SHOP INTERNATIONAL INSIGHT DRIVEN CONTENT CREATION CONSUMER-CENTRIC DISTRIBUTION MULTI-CHANNEL ENGAGEMENT
  • 5. Leverage Actionable Data From Social Listening To Inform Our Content Roadmap 419,219 Raw Posts 176,071 Overall Positive Posts 96,420 (23%) Brand Posts 37,729 (only 4%) Negative Posts 79,651 Body Butter (19%) VOLUME: 1/1/12 18/9/2013; Global English 18,864 Cosmetics (5%) 16,768 (only 9%) Values Posts 18,870 Fragrance (4%)
  • 6. Insights/Data Informs Our Creation Of A Content Pipeline • Action: Create content that is engaging and sharable • Goal: Attract customers to TBS • Type: images, videos, UGC, relevant, inspiring • Action: Create solution oriented content • Goal: Gain Interest / Convert to qualified leads • Type: tutorials, case studies, UGC, G-Chat, bloggers • Action: Create content to drive sales • Goal: Create new customers • Type: ambassadors, shoppable video, email
  • 7. 3 Priority Focus Areas in Digital THE BODY SHOP INTERNATIONAL INSIGHT DRIVEN CONTENT CREATION CONSUMER-CENTRIC DISTRIBUTION MULTI-CHANNEL ENGAGEMENT
  • 8. Our Approach To Engaging The Customer Must Begin And End With The ____________ Customer CONSIDER EVALUATE THE LOYALTY LOOP Source: McKinsey & Co. ADVOCATE BUY
  • 9. 3 Priority Focus Areas in Digital THE BODY SHOP INTERNATIONAL INSIGHT DRIVEN CONTENT CREATION CONSUMER-CENTRIC DISTRIBUTION MULTI-CHANNEL ENGAGEMENT
  • 10. Our Core Digital Channels Will Be Integrated Under A Single Marketing Strategy WEB channel strategy EMAIL content SOCIAL technology MOBILE data