Article

The Body Shop - Global OMNICHANNEL B2C

The Body Shop International is a British cosmetics and skin care company owned by Natura and former owned by L'Oreal.

It was founded in 1976 by Dame Anita Roddick and currently has a range than more than 1000 products which sells in 66 countries.

The company stands out from the crowd and stand up for what is right. They search the world for the finest ethically-sourced ingredients to create a range of naturally-inspired beauty products. The products are 100% vegetarian and always and forever against animal testing.

Reply engaged with The Body Shop to deliver their BOOST program in 15 countries. Reply companies (Portaltech, Open, Go) supported The Body Shop:

  • To design and launch an entirely new, fully responsive website.
  • To migrate from their previous expensive .NET platform composed by multiple web applications for each country to just one instance of Hybris using the multi-site capability
  • To use the Amazon Cloud as a hosting provider

The rollout to the current live websites has been smooth without major hiccups and we are supporting them with a 2-level support since the first market (UK) went live in September 2016. The We are still working with them and finish the Boost Program of 15 countries and Global site, with the last 2 websites in Hong Kong and Singapore.

The Body shop has many projects planned for the next years and Reply is closely working with them to integrate the Click & Collect in store functionality and to build a new eCommerce market in Australia with only one instance of Hybris!

Main Features

  1. Loyalty Program based on points to receive Vouchers
  2. Synchronisation from a Global Product & Content catalogue to Market Product & Content Catalogues with ad-hoc workflows to complete tasks based on the users.
  3. Skin care Diagnostic tools to help the customer to choose the right products for their skin.
  4. Custom Content Page Templates and Custom Components to create unique Content Pages
  5. Split Payments with 3 different payment methods for the same order
  6. Customer Care customisation for Customer, Product and Order Management
  7. Product Feed for integration with 3rd Parties

Challenges

Some of the challenges faced in the previous .NET platform:

  1. View of Customer, Inventory
  2. Loyalty not Omnichannel
  3. Technology inflexibility
  4. Customer care - too many tools to manage
  5. Organisation structure didn’t support Omnichannel execution.
  6. Confusing Promotions / Offers / Loyalty Programme.