The Challenge

The Body Shop wanted to attract customers to specific “Love Your Body” in-store events. The store had previously used direct mail and email to broadcast marketing and CRM messages to their customer base, but they wanted to increase the amount of media channels being used and improve the attendance of the events.

The Solution

The Body Shop used the RedEye system to test SMS broadcasts as part of its contact strategy to promote its "Love your Body" events. The first step was the transmission of an SMS message to The Body Shop customers inviting them to register for "Love your Body" events in their local area.

Registrants received a direct mail pack with further information two weeks before the event took place. This was followed up with an email to all registrants one week before the event, and an SMS reminder message on the day of the event.

The Results

The use of mobile marketing has been responsible for an increase of 20% in attendance at "Love your Body" events and as part of the new contact strategy helped build each individual "Love Your Body" event to be worth over £1 million.