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The Body Shop owner: ‘Finding the balance between physical and digital has accelerated thanks to the pandemic’

Natura & Co, the parent company of Avon and The Body Shop has credited the Covid-19 pandemic to the acceleration of finding the correct balance between physical and digital (‘phygital’).

Speaking to ChannelX, Gianfranco Cuzziol CRM & Personalisation Lead at Natura & Co said: “The pandemic acted like an accelerator for several changes in retail that were already happening

“With stores closing and digital becoming more important to several brands, finding the sweet spot between physical and digital has accelerated over the past few years.”

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During the Covid-19 pandemic, The Body Shop was one of the retailers to shut its doors across the UK, as a result, the company also donated over 255,000 essential items to frontline NHS staff who were working through the pandemic.

Cuzziol added that customer experience is also a key change seen post-pandemic.

Cuzziol, who is speaking at the 2023 ChannelX World, added that brands no longer think about the products being the be-all and end-all of the customer experience, instead, they prioritise accessibility and loyalty.

“The way we treat loyalty has certainly shifted over the past five years and what we mean by the term,” he stated.

To watch the whole interview, click here…

Gianfranco Cuzziol will be speaking at ChannelX World on the 11th of October 2023 in London. Tickets available at 

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