The Body Shop embeds loyalty scheme into mobile app

(Author : Ben Sillitoe)
Cosmetics retailer The Body Shop has incorporated a new loyalty programme into its mobile shopping app, as it focuses on a mobile-led digital strategy.

A statement from the retailer released on Tuesday suggested mobile is becoming the channel of choice, especially for its most loyal customers, so it was deemed a natural move to place the new ‘Love Your Body Club’ (LYBC) loyalty scheme into the company’s existing transactional smartphone app.

Within the app, LYBC members are now able to accumulate, view and spend their points and digital vouchers, and gain automatic promotions such as free delivery. In addition, 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.

As an extra, The Body Shop and mobile commerce partner NN4M have created a widget, which can be added to a user’s mobile phone home screen to allow them to check their Love Your Body Club balance and vouchers without opening the app.

The loyalty scheme integration was part of a wider app update by The Body Shop, which involved a       re-design of the checkout and the integration of PayPal and PayPal Express to the retailer’s customer payment options. The business also says some improvements have been made to the search function of the app. Adam Plummer, director of digital & eCommerce at The Body Shop, commented: “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.”

He added that the business is “always looking to improve” its app offering, and commended NN4M – the company behind the platform – for being a key mobile commerce partner.

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