HUBFORUM PARIS 2013 Panel : Fashion & Beauty 2.0 Intervenant : Esohe Omoruyi - International Head of Digital International E-Commerce - The Body Shop International PLC http://www.hubforum.com/paris/2013/ www.hubinstitute.com

1. The Body Shop International
Digital (R)evolution
Hub Forum Presentation – October 2013

2. The Body Shop: A Unique Business Model
Within The L’Oreal Group
•
•
2,400 Stores in 61 Countries
Ecommerce enabled in 22 markets; #1 Ecommerce brand in The L’Oreal Group*
*based on total combined volume, globally

3. 3 Priority Focus Areas in Digital
THE BODY SHOP INTERNATIONAL
INSIGHT DRIVEN
CONTENT CREATION
CONSUMER-CENTRIC
DISTRIBUTION
MULTI-CHANNEL
ENGAGEMENT
VISION: To be the number one ethical global beauty brand that is fully digital, end-to-end, by creating
experiences for our consumers that embody our core brand values and
enables them to have total access to The Body Shop across any device, anywhere

4. 3 Priority Focus Areas in Digital
THE BODY SHOP INTERNATIONAL
INSIGHT DRIVEN
CONTENT CREATION
CONSUMER-CENTRIC
DISTRIBUTION
MULTI-CHANNEL
ENGAGEMENT

5. Leverage Actionable Data From Social Listening To
Inform Our Content Roadmap
419,219
Raw Posts
176,071
Overall Positive
Posts
96,420
(23%) Brand Posts
37,729
(only 4%)
Negative Posts
79,651
Body Butter (19%)
VOLUME: 1/1/12 18/9/2013; Global English
18,864
Cosmetics (5%)
16,768
(only 9%)
Values Posts
18,870
Fragrance (4%)

6. Insights/Data Informs Our Creation Of A Content
Pipeline
• Action: Create content that is engaging and sharable
• Goal: Attract customers to TBS
• Type: images, videos, UGC, relevant, inspiring
• Action: Create solution oriented content
• Goal: Gain Interest / Convert to qualified leads
• Type: tutorials, case studies, UGC, G-Chat, bloggers
• Action: Create content to drive sales
• Goal: Create new customers
• Type: ambassadors, shoppable video, email

7. 3 Priority Focus Areas in Digital
THE BODY SHOP INTERNATIONAL
INSIGHT DRIVEN
CONTENT CREATION
CONSUMER-CENTRIC
DISTRIBUTION
MULTI-CHANNEL
ENGAGEMENT

8. Our Approach To Engaging The
Customer Must Begin And End With
The
____________
Customer
CONSIDER
EVALUATE
THE LOYALTY LOOP
Source: McKinsey & Co.
ADVOCATE
BUY

9. 3 Priority Focus Areas in Digital
THE BODY SHOP INTERNATIONAL
INSIGHT DRIVEN
CONTENT CREATION
CONSUMER-CENTRIC
DISTRIBUTION
MULTI-CHANNEL
ENGAGEMENT

10. Our Core Digital Channels Will Be
Integrated Under A Single Marketing
Strategy
WEB
channel strategy
EMAIL
content
SOCIAL
technology
MOBILE
data