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The Body Shop adds loyalty and other features to its revamped app

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Tapping into the customer demand for loyalty schemes to become more mobile, The Body Shop has incorporated its new loyalty programme, Love Your Body Club (LYBC), into the brand’s fully transactional native app.

Within The Body Shop’s app, Love Your Body Club members are now able to accumulate, view and spend their points and digital vouchers, and gain automatic promotions such as free delivery. They can learn about The Body Shop’s charity partners and donate to them, add vouchers to their wallet app and also be notified when they are passing the nearest The Body Shop store.

There is also a widget which can be added to the phone’s home screen meaning customers can check their Love Your Body Club balance and vouchers without opening the app.

The introduction of the Love Your Body Club provides a seamless customer experience – with customers able to maximise the programme’s benefits without having to remember cards, numbers or vouchers – that encourages engagement and participation across the mobile channel.

“We’re really excited about incorporating Love Your Body Club into our mobile app, the first step towards making it the go-to hub for our loyalty programme” says Adam Plummer, Director of Digital and E-Commerce at The Body Shop. “We have worked with NN4M for four years and find their retail-focused experience and knowledge allows us to work successfully together. We are always looking to improve our app offering and NN4M consistently delivers an excellent user experience.”

The move to add loyalty is a canny one. A study of 1000 people in the UK by leading mobile app developer, Apadmi, found that 8 in 10 Brits would like to start collecting loyalty points on a retail app. The research also found that 29% of shoppers would be happy to share their location with a retail app to gain incentives and loyalty points when they walk around the store.

The app update also involved a re-design of the checkout and the integration of PayPal and PayPal Express to create a faster, more streamlined, user-friendly checkout journey. App functionality was also improved in order to improve the overall app experience for The Body Shop’s customers.

For example, the search functionality was improved to make it easier for customers to find their favourite products and discover what is new.

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