04
Post by account_disabled on Mar 7, 2024 1:34:13 GMT -6
The Body Shop What is even more surprising than the growth of The Body Shop is the effect it has on the people who come into contact with the company. It awakens feelings of enthusiasm, commitment and loyalty, more common in a political movement than in a company. Customers light up when they talk about the company and present its products like missionaries selling Bibles. Franchisees and employees talk about the difficulty they would have returning to work in a “normal” company. The Body Shop is almost as well known for its passionate environmentalism as it is for its cosmetics. From the beginning, Roddick has incorporated his environmental beliefs into the business, offering biodegradable products or providing refillable containers. Their tents are the basis for a series of visible campaigns to save whales or stop the burning of the rainforest, for example. Nowadays, most companies promote their ecological virtues, The Body Shop is the symbol of this new business awareness.
But environmentalism doesn't explain The Body Shop's appeal in a setting where people tend to distrust companies that profess devotion to social causes. Altruism and business do not seem like good traveling companions. The Paraguay Mobile Number List Body Shop, however, provokes the opposite of suspicion, Anita calls it "electricity and passion" , something that companies spend fortunes to create. We are talking about a chain of stores that sells shampoo and skin cream… What do customers really want from a product and what do they want from the company that makes it? And what do employees look for in the organizations they work for? In The Body Shop stores there is a lot of information , the articles have clear and objective explanations of what they contain and what they are for. On the shelves there are stories about the products and their ingredients. This is all, of course, deliberate, in an industry based on selling fantasy, The Body Shop sells wellness, promoting health rather than glamour, reality rather than the promise of instant rejuvenation.
The stores are designed to be self-service although the employees are able to answer any questions that arise, no one seems to want to sell you anything, but the salespeople are pleasant and knowledgeable enough about the products to advise you when you request it. These policies form the basis of the company's marketing strategy , which begins with the premise that standard techniques are increasingly ineffective because consumers have reached the point of distrusting anything they hear from someone with something to sell. Which poses a huge marketing challenge… How can a company establish credibility with its customers? That's where the information comes in. The Body Shop establishes credibility with its customers by educating them, telling them everything there is to know about their products, where they come from, how they are made, what they contain, how they are tested and what they can be used for. Plus, he does all this with a light touch, using anecdotes, humor, stories, videos... Anita travels several times a year to remote areas where she observes local customs and talks to natives about their skin and hair care methods, the ideas she receives are incorporated into the products and information she uses in stores.
But environmentalism doesn't explain The Body Shop's appeal in a setting where people tend to distrust companies that profess devotion to social causes. Altruism and business do not seem like good traveling companions. The Paraguay Mobile Number List Body Shop, however, provokes the opposite of suspicion, Anita calls it "electricity and passion" , something that companies spend fortunes to create. We are talking about a chain of stores that sells shampoo and skin cream… What do customers really want from a product and what do they want from the company that makes it? And what do employees look for in the organizations they work for? In The Body Shop stores there is a lot of information , the articles have clear and objective explanations of what they contain and what they are for. On the shelves there are stories about the products and their ingredients. This is all, of course, deliberate, in an industry based on selling fantasy, The Body Shop sells wellness, promoting health rather than glamour, reality rather than the promise of instant rejuvenation.
The stores are designed to be self-service although the employees are able to answer any questions that arise, no one seems to want to sell you anything, but the salespeople are pleasant and knowledgeable enough about the products to advise you when you request it. These policies form the basis of the company's marketing strategy , which begins with the premise that standard techniques are increasingly ineffective because consumers have reached the point of distrusting anything they hear from someone with something to sell. Which poses a huge marketing challenge… How can a company establish credibility with its customers? That's where the information comes in. The Body Shop establishes credibility with its customers by educating them, telling them everything there is to know about their products, where they come from, how they are made, what they contain, how they are tested and what they can be used for. Plus, he does all this with a light touch, using anecdotes, humor, stories, videos... Anita travels several times a year to remote areas where she observes local customs and talks to natives about their skin and hair care methods, the ideas she receives are incorporated into the products and information she uses in stores.