Omnichannel Business - The body Shop. How to deliver the next stage of growth for a beauty brand

1. PRESENTING FOR:
MOST ADMIRED E-COM
COMPANY
OMNICHANNEL
CATEGORY

2. 11
”
Dame Anita Roddick,
Founder, The Body Shop
The business of business
should not just be about
money, it should be about
responsibility.
It should be about public
good, not private greed.
CONFIDENTIAL – THE BODY SHOP LTD

3. 1
1
ABOUT THE
BODY SHOP
ON
E

4. 17
The Body Shop was always more than just a beauty brand.
It had purpose – profit and principles working in harmony. Anita
always pushed for transparency from the industry and a way of
doing business that was rooted in kindness.
Our products were never tested on animals and didn’t exploit anyone
in making them. We worked fairly with farmers and suppliers, and
helped marginalized communities thrive through our pioneering
Community Fair Trade programme.
To this day we’ve been trying to keep her promises and forging ahead
with her mission. From recently introducing recycled plastic
packaging, to committing towards causes and communities that
needs us, we’re always thinking about ways we can roll up our
sleeves to make the world a better place.
CONFIDENTIAL – THE BODY SHOP LTD

5. 12
When The Body Shop first opened its doors in 1976, it had an approach to
beauty that was radically different to the big players in the beauty industry.
It was simple – ethically sourced and naturally-based ingredients from
around the world, in no-nonsense packaging. Products and beauty rituals
made for everybody, that made women feel good in their skin – never
promising to make them look like someone else.
The Body Shop operates about 3200 retail locations in more than 72 countries.
Along with Aesop, Avon and Natura, The Body Shop is part of Natura & Co, a
global, multi-channel and multi-brand cosmetics group that is committed to
generating positive economic, social and environmental impact.
The four companies that form the group are committed to generating positive
economic, social and environmental impact. The Body Shop India is managed
by Quest Retail Pvt Ltd and is operational in India since 2006. The Body Shop
operates 200 stores across the country.
CONFIDENTIAL – THE BODY SHOP LTD

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CONFIDENTIAL – THE BODY SHOP LTD
KEY GLOBAL CAMPAIGNS

7. 15
WE’RE A FEMINIST BRAND. FIGHTING FOR EQUALITY IS IN OUR DNA.
Feminism is in our bones; our feminist principles include everyone, and we firmly believe that equality benefits everyone.We’re committed to advocating self-
love and body acceptance, and through our activism, we campaign to make the world a fair and safe place for women and girls.
2003
2009
-12
2019 2019 2019
CONFIDENTIAL – THE B DY SHOP LTD
CT - Shea CT - GPI
O

8. 2
CONFIDENTIAL – THE BODY SHOP LTD
OMNICHANNE
L APPROACH
TW
O

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CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2020
187 30 80 1500+
STORES STATES TBS CITIES ECOM CITIES
MALL
SHARE : 57%
STORES : 124
HIGHSTREET
SHARE : 12%
STORES : 37
DEPARTMENT
SHARE : 2%
STORES : 21
TRAVEL RETAIL
SHARE : 04%
STORES : 05
ONLINE
SHARE : 25%
WIDE DISTRIBUTION
ACROSS INDIA
2028 KM
640 KM
907 KM
907 KM
THE DOYENS OF
DISTRIBUTION

10. 10
CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2020
+7%
NEWECOM
FORMATgo
live
3M
CUSTOMERS
187 STORES
2015
2014 2016 2018
2017 2019 2021
2020 2022 2023
2008
2007 2009 2011
2010 2012 2013
2006
+516%
+35%
+61%
+14%
+18%
+11%
+15%
Launched
E-Commerce
platform
150+ Stores
A STORY OF ENDURING RESILIENCE
Retail 76%
Online
24%
Share of Business

11. 1
1
THR
EE
ECOM BIG
WINS

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2
CONFIDENTIAL – THE BODY SHOP LTD
CHALLENGE
SOLUTION
FO
UR

13. 13
CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2021
RAPID GROWTH CALLS FOR RAPID EXECUTION
SPEED
- FBA
- FBF
- SJIT
- Blinkit
EFFICIENCY
- iXD
- Inventory Sharing
CONTENT
- Fresh A+
Content
- Brand Store
refresh
- Product info
cards
- Live Commerce
REACH
- Sponsored
Display & Video
campaigns on
Amazon
- Home Page
Banners on Nykaa
on non sale days
- M-live & other
creative
collaborations

14. 1
1
FIV
E
TESTIMONIAL
S
&
CUSTOMER

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15
CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2021
How can we build an Omni-channel
platform for scale that truly differentiates
us?
TECH
DIFFERENTIATOR
How can we move beyond the
transactional nature of the loyalty
programs and make it more rewarding?
ELEVATED LOYALTY
EXPERIENCE
How can we reach the customer faster,
quicker than ever before?
SPEED TO
CUSTOMER

16. 16
CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2021
3P EVOLUTION- MULTI CHANNEL EXPANSION
•
•
•
HIGH
ACCESSIBILITY
GREAT VALUE
FOR MONEY
REWARDS &
SERVICES
SPEED
INSIGHTS
RAPID CHANNEL ADDITION
•Flipkart – Largest GMV operator
•TataCliq – Premium destination
•Blinkit – Vertical Beauty Player
RAPID FULFILMENT NETWORK
•Fulfilled by AMAZON with 8 DC’s
•Fulfilled by FLIPKART with 4 DC’s
•BLINKIT with 400+ Dark Stores
RAPID LAST MILE
•Omni Channel network
•From in-stock to customer in 5 days
ACTIONS
• 30% uplift in BAU sales on Amazon
• 40% orders fulfilled within 24 hrs. vs 21%
before
• 100% improvement in regional in-stock rate
• Improved reach to 50 Mn Amazon &
Flipkart beauty base
RESULTS
Today Customers want…

17. 17
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CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2020
QUICKEST
COMMERCE
Launched in Oct’23 with 3x of initial
estimations
Last minute Karwa Chauth Gifting
proposition sold over 3000 Qty. in one day
TG with high disposable income, DINK’s &
Young Millennials
Currently an essentials platform but fast
emerging as an every whim-and-fancy
platform
DELIVERS IN 10 MINS..
Next Day delivery?
Not good enough…..

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CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2020
INVESTMENTS IN TRANSFORMATIVE TECH
Content 2
Commerce
• Compelling content
• Editorial led
discovery
• Social Proof
Omni
Present
• App as retail
companion
• Ship from store
• Click to Collect
Activism
Central
• Bring changemaking
beauty to life
• Gamify engagements

19. 19
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CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2020
THE BODY
SHOP APP
AT THE PALM OF
YOUR HAND
Now Live at an App store near you!
Over 5000 organic installs in first 30 days of
launch
Install-to-order rate at 15% ; 2.5x of industry
average
App contribution to D2C orders already at 5%
and steadily growing
Android: iOS :: 60:40
Half of App conversions are first time
customers vs 1/3rd on web
Average Customer ratings : 4.9 and 139
reviews

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CONFIDENTIAL – THE BODY SHOP INTERNATIONAL LIMITED 2020
• Personalized communications with
tier benefits across channels.
• Introduced Platinum tier for VIP
customers. Migrated all the
loyalist
• Points for engagement through
our recycle programme
OBJE
CTIVE
IMPAC
T
ROLL-
OUT
• +8% Repeat Visits
• +11% Average Member
value
• 100% migrated VIP
customers shopped till
date.
• Craft an enticing Omni-
channel rewards
structure
• Digital first approach
• Included Best Industry
Practices
ENGAGEMENT FUELED BY COMPELLING LOVE
YOUR BODY CLUB PROGRAM

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THANKYOU