Customer Service Engagement
An Independent Aroma Experience
2024
How might Bath & Body Works create a more engaging, less overwhelming shopping experience for customers without the feeling of overbearing associates?
The Ask
The Insight
Shoppers love the brand and rewards but feel stores are crowded, product-heavy, and overly guided. They want independence, curated experiences, and app-enabled convenience.
Seasonal pop-up shops with exclusive collections, streamlined displays, and app-based checkout, paired with engaging events and empowered associates to deliver a fresh, new, enjoyable way to connect with the brand.
The Solution
Bath & Body Works will collaborate with major companies in high-traffic U.S. cities to pilot an independent, app-enhanced customer experience.
These collaborations will increase brand awareness and local loyalty while driving interest in exclusive, hands-on, limited-time experiences powered by new app features.
Why Independent Customer Experiences MatterThis project reinforced that engagement isn’t just about assistance — it’s about autonomy, delight, and relevance. While customers love the Bath & Body Works brand and rewards, many find traditional store experiences overwhelming or overly directed. By reimagining the experience through independent, app-enhanced interactions and curated pop-up moments, we honor customers’ desire for choice, exploration, and emotional resonance in their shopping journey.
In future explorations, I’m excited to further investigate how data-informed personalization (e.g., tailored recommendations or mood-based cues) could deepen engagement and strengthen loyalty across digital and in-store experiences — helping brands meet customers where they really are.