Body Shop initiates £10m digital transformation strategy

UK-based cosmetics firm The Body Shop is set to expand its global ecommerce footprint with a £10m digital transformation strategy to offer an enhanced online experience.

The firm has initiated the three-year strategy with the introduction of a new mobile-first ecommerce platform combining content and commerce.

Based on Hybris, the digital platform aims at engaging customers with Body Shop's new products. It integrates regional variations, making it adaptable to the preferences of consumers from any market for merchandising, payment, and delivery fulfilment.

Currently launched in 11 countries such as the UK, US, Canada, France, Germany, Brazil, and Indonesia, the platform will be further deployed in more than 20 other countries this year.

In the next phase, the firm also intends to introduce the digital platform in additional 20 markets.

The Body Shop's chief digital officer Harriet Williams said: “With the successful launch of a responsive, content-rich digital platform, we have established a strong foundation to support our future innovation agenda and global rollout.

“With a number of new digital innovations in the pipeline and continued in the consumer retail experience investment, we anticipate that ecommerce will form 20% of our total sales.”

The platform will feature a live appointment booking service for in-store consultations and a personalised skincare diagnostic tool. Body Shop also plans to add a click and collect function later this year.

The platform is expected to enable easy communication and customer engagement with digital campaigns of the firm. Of its current online traffic, 52% is from mobile and 11% from tablet.

---

Image: The Body Shop outlet. Photo: courtesy of John Phelan.