![]() "Free product with any purchase is risky because it allows people to come in and buy a $1 product," Glass says. Offers have included: - complimentary product with any purchase - complimentary product with specified dollar-amount purchase - complimentary product with specified additional product purchase. Glass' team sends bimonthly email coupons with trackable barcodes that, as with the shopping list offer, allow stores to track redemption. "The sales associate would have to make that call it's something we need to address." There's an inherent challenge in making the offer work, however: If a shopper spends only $6 from items on the shopping list but finds an additional $14 worth of items that weren't on the list, for instance, will they receive the bonus? Then, their printout of the list includes a tracking number that allows stores to track redemption. When a visitor adds an item to their shopping list, they get a pop-up that shows the item was successfully added to the list and that offers a free body wash with a $20 purchase from the list. "People are spending more, and we're seeing success with the sheer number of people who are using the list." "It's a really big component for us," says Glass. On the other hand, if visitors want to save their shopping list, or email it as a wish list to friends or family, they can register. If I were to pull one thing out as advice for other marketers, I'd say stop having them register," says Glass. We don't need a lot of bells and whistles. "Now we've made it as easy as it can be, and bare bones works better for us. Now, site visitors can browse, add things to their shopping list, and print the list, all without ever having to register. Last November the team tested removing that requirement - and voila, list use went rocketing upwards. Initially the site required registration before a consumer could start a personal list. O Don't require registration to create a shopping list Through testing, the team discovered two specific ways to make shopping lists more successful: It's the fun part of shopping anyway, so why not let consumers do it online? The list can be printed out and, if the visitor has searched for stores in their geographical vicinity, the list includes locations of the nearest Bath & Body Works stores. Here are details:Īlthough the site doesn't have a shopping cart (because nothing can be purchased without visiting an offline location) Glass and her team wanted to enable the first half of the shopping process: looking around and adding items to a personal list. So far two tactics have stood out as winners: offering printable shopping lists and trackable email coupons. When you're not commerce-based, there's time to focus on these other things." "We're really spending a lot of time understanding the power of the Web as it relates to educating our customers about product. The chain made the strategic decision - for the time being anyway - not to directly sell products online.Īside from functioning as a brand placeholder and offering store locator maps, can a true brick-and-mortar use the Web to drive in-store sales? The answer, says Shannon Glass, Director of Internet Strategies, is a definite yes. However, what they don't have is ecommerce functionality. Naturally the chain also has a spiffy Web site. Bath & Body Works has more than 1,700 brick-and-mortar stores in the US.
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