Current Marketing Strategy
Marketing and sales opportunities occur during holidays, sales and with the
release of new products and fragrances. Each year in December, Bath & Body
Works has specials for the holidays, and directly after Christmas running through the
first few weeks of January is one of their semi-annual sales. The second semi-annual
sale occurs during mid-June. Generally, Bath & Body Works also does a marketing
campaign for the release of new fragrances and product lines.
Direct mailing in the form of e-mail and traditional post mail, SMS coupons
and special offers are a main source of advertising for Bath & Body Works. Bath &
Body Works sends information to previous in-store customers or to those who
voluntarily sign up online for coupons and special offers.
Bath & Body Works also has well-established Facebook and Twitter pages.
Their main page on Facebook is used to promote sales, drive people to sign up for
emails and mobile alerts, and to purchase gift cards. The Twitter account is used
primarily to promote random “acts of indulgence” prompting followers to take a
bubble bath or try a new fragrance