Bath & Body Works is an American retail store owned by Limited Brands. It specializes in numerous fragrant lotions and bath items. In the past, Bath & Body Works stores were sculpted as having more of a "customized" feel. All stores were not exactly alike and the product selection was slightly different. Over time, the business became more organized and streamlined. Today, the store continues to offer a wide array of products. They have several scents, which rotate every few months, as well as seasonal "limited edition" ones. Lately, the business has seen some competition from less expensive outlets, so they have begun offering more frequent sales on their soon-to-be-discontinued items. The 15-year-old company, made $29.4 billion from holiday shoppers last year, which according to the National Retail Federation was 7 percent of its $415 billion in annual revenue.
Heading into the holidays, Bath & Body Works, a 1,600-store personal care retail chain, migrated into the world of direct marketing with the launch of its first Web site to market and sell products direct. The company also announced that it has a catalog in the works. Some of the key features on the new site include customized gifts, purchasing discontinued products and special features to shop by price or category.
By developing website it aloowes Bath and Body Works to utilize the Internet as a marketing tool by providing extensive company and product information on the site, as well as presenting brand images and advertising. Bath and Body works is established brand and physical presence, and therefore does not need to spend as much time as online only companies to build their brand online. There are able to leverage existing marketing efforts by adding their web address to promotions and encouraging customers to go online, an effort to capture an ever larger spending of their share. Because the internet is a global network it allows customers from all over the... [continues]
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