An attempt to understand the basics of digital marketing through the marketing activities of The Body Shop in digital space.

1. The Body Shop

2. About the company
• The Body Shop is a British skincare and cosmetics company owned by
L'Oréal
• Provides a wide range of organic skin care products for men and women
• Community driven company, has multiple CSR campaigns
• Premium pricing of its products; procurement of best natural ingredients
from all around the world being their unique selling proposition

3. Presence on digital space
Facebook

4. They are responsive to the customer's
comments and feedback.

6. Offer personalized products

7. Social media contests are rolled out to involve customers

9. • They have a fair share of followers on Facebook, having 63,97,331 likes
(as on 28.02.17, 10 PM)
• The active participants in their social media campaigns are women.
• The likes on their posts range from 60 likes to 4000 likes depending upon
the post. The contest posts or the posts talking of new products gain more
likes than repetitive posts.
• Shares are mostly because of contests. Usually, their posts get up to 5
shares.

10. Instagram

11. They roll out live campaigns in public places. This is DLF mall, Gurgaon.

12. Twitter
Around 55,000 followers on twitter.
They lay emphasis on nature.

13. They retweet their customer’s tweets.

14. Contests and promotions

15. Youtube

16. When searched on YouTube:

17. They show active presence on youtube as they post videos almost daily.

18. Google+

19. Pinterest

20. Linking with social assets

21. Loyalty Card

22. TBS Membership Card
• They provide membership cards at a price of Rs. 500
• Customers can avail a discount of 10% at every purchase and special
discounts are given on birthdays.
• Exclusive offers for Love Your Body members
• Workshops and seminars are conducted exclusively for them

23. CSR Campaigns

26. Enrich not Exploit!
• The Body Shop as a company believes in protecting the environment
• Apart from their extensive CSR campaigns, they make sure that they use
environment friendly methodologies for manufacturing their products
• They believe in giving back to the environment. They procure Shea
from Ghana. The Tungteiya Shea Butter Association is made up of over
475 women in 11 villages around Tamale, northern Ghana. Money from
their trade has been used to fund water pipes and wells, and provide
access to medical care, better housing and education.
• Thus, they work on community upliftment and ethical trade.

27. Top Level Domain (TLD)
• A top-level domain (TLD) is the last segment of the domain name. The
TLD is the letters immediately following the final dot in an Internet
address.
• A TLD identifies something about the website associated with it, such as
its purpose, the organization that owns it or the geographical area where it
originates.

28. “in”
is the
TLD

29. Login page
They want the customer to take some action on their website, i.e. they
demand customer involvement. This is called “call to action” or CTA.

30. Homepage

31. They modify their homepage according to current events.

32. Offers and discounts

33. Page titles

34. Themes and page titles
• Since they’re a female dominant brand, they have used colorful
scheme in their website.
• Their homepage has various drop downs and flying pages that talk of
various deals and also about the new products launched.
• The website allows online shopping and the products are classified on
the basis of usage, gender, bestsellers, top rated and new variants.
• Since body shop is a community driven brand, we see various CSR
campaigns on the homepage

35. Meta tags
Meta tags are snippets of text that describe a page's content; the meta tags
don't appear on the page itself, but only in the page's code.
title tag

36. Meta description

37. Traffic Data
• Source being Alexa, The Body Shop has a rank of 336,707 when it
comes to websites in India.
• Percentage of Indians visiting the website is 75%

40. Google ads and sponsorship
Google ad sponsored ad

41. • The “google ads” are advertisements that are paid up by the company
to display on search results.
• “Sponsored ads” are Google's platform to promote a product. Once a
product is sold through a sponsored ad, google becomes a third party
seller and hence earns money from the company.
• This is called SEM: Search Engine Marketing

42. Search Engine Optimization
• The Body Shop has posted a Google ad about their current offers. . We also
see links of online shopping sites like Amazon and Nykaa offering their
products
• The first two results while searching for “The Body Shop” give out the
website link of Body shop India.
• The third and fourth result also give out the website result but of the official
company website and body shop USA respectively.

45. Conversion Goals

48. Possible conversion goals of TBS
• They want the visitor to sign up with them so that they can
send them offers, discounts and updates in their mailbox.
• They want the customers to join their CSR movement.
• They welcome the customer to “live chat” with their
representatives and other customers.
• They want to convert visitors to customers as they have
posted a lot of offers and games. The offers posted scream of
buying the product “now” which shows that they want
immediate selling.

49. Possible keywords
Keywords are words or phrases describing the product or service
that you choose to help determine when and where your ad can
appear. The keywords you choose are used to show your ads to
people.
All brands and products of the company are keywords. The possible
keywords for The Body Shop can be:
• Body butter
• Drops of youth
• Satsuma
• Lip butter
• Superfood
• Falling for you
• Body polish

50. • Strawberry body puree
• Body sorbet
• Fuji Green tea
• Honeymania
• Wild argan
• British Rose
• Tea tree
• Born lippy
• Himalayan Charcoal
• Body Shop
• The Body Shop
• body shop india
• thebodyshop

51. Effectiveness of web content
The website of The Body Shop India is based on colorful theme,
giving out various offers and new product offerings.
Positives:
• The design speaks for itself; since it is a cosmetic brand
targeting mostly women, there is an effective use of colors
and graphics.
• They have a separate slot for each of their products. Which is
very necessary for their website due to their varied product
lines.

52. • Inverted pyramid: They talk of the important things first;
offers, discounts and new products occupy the upper part of the
page whereas their CSR campaigns lie at the end.
• They are successful in grabbing the customer’s attention by
their tactful campaigns on the home screen
• The content is original- we seldom find such kind of a layout in
other cosmetics and skin care websites.

53. Negatives:
• Too much flashy colors used
• Offer tags pop out everywhere, which hinders in watching the
actual content
• Various (3) flying pages used which distract the visitor.
• The homepage has too much content- we see a lot of links
everywhere.

54. Internal Links
An internal link connects one page of a website to a different page on the
same website. In an internal link, the source domain and target domain are
the same.

55. External Links
External Links are hyperlinks that point at (target) any domain other than the
domain the link exists on (source)

56. How search engines other than Google respond to “the body shop”
Bing

57. Yahoo!

58. • While searching in Bing, we find that the first result is the store locator of
The Body Shop store in India and not the official website. The official
website comes in the third result
• While searching in Yahoo!, we see that there are three ads of e-commerce
websites and then we see the desired result. Also, we see sponsored ads by
Google, where Google acts as a third party seller