BBED 4103 E-Commerce

FACULTY OF BUSINESS AND MANAGEMENT
SEPTEMBER SEMESTER 2022
BBED 4103
E- COMMERCE
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Table of Contents
1.0 Introduction for The Body Shop..................................................................................................3
2.0 Description of Digital Marketing.................................................................................................5
3.0 Digital Marketing Practiced For The Body Shop..........................................................................7
3.1 Content Marketing......................................................................................................................8
3.2 Social Media Marketing.............................................................................................................10
3.3 Mobile Marketing......................................................................................................................12
3.4 Email Marketing.........................................................................................................................15
4.0 Recommendations to Improve Digital Marketing for The Body Shop........................................17
4.1 Establishing a Digital Marketing Team or Contracting a Third-Party Digital Marketing Firm.....18
4.2 Add a Chatbot to The Body Shop Website.................................................................................20
4.3 Marketing Automation..............................................................................................................21
4.4 Video Marketing........................................................................................................................23
5.0 Summary..................................................................................................................................25
6.0 Reference.................................................................................................................................26
Part 2 Online Class Participation.....................................................................................................27

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1.0 Introduction for The Body Shop
Anita Roddick established The Body Shop in Brighton, England, in 1976
(Thebodyshop, 2022a). Between 2006 and 2017, the company was under the ownership of
the large French cosmetics company L'Oréal. For £880 million, Brazilian cosmetics
manufacturer Natura & Co. purchased the brand from L'Oréal in June 2017 (The Body Shop,
2022a).
This company specializes in selling various cosmetics and skin care items around the
globe (The Body Shop, 2022b). The Body Shop advertises that their products are "inspired by
nature" and contain substances like sesame seed oil and marula oil. Brushes, combs, and
other items have been added to their product lineup. The company sells a variety of products
that are intended for both men and women, but the majority of their product line is geared
toward women, therefore they have recently sought to extend their target market to include
males as well. They produce goods for over 3,049 owned franchised outlets in 66 countries,
and they have global wholesalers (The Body Shop, 2022a).
Figure 1.0.1: The Body Shop
This company's mission is to create the most ethical and sustainable business in the
world. Leading international animal welfare organisations encouraged The Body Shop, the
first international cosmetics brand, to sign up for the Humane Cosmetics Standard in
1997(Purkayastha, D., & Fernando, R., 2017). Additionally, The Body Shop and MTV
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collaborated in 2007 to raise money and awareness for HIV/AIDS (Purkayastha, D., &
Fernando, R., 2017). As this company's profit increased to 11.4 percent, its overall sales
increased (Danziger, 2020). This indicates their expanding profit margins and successful use
of digital marketing in their operations.
The key products of The Body Shop include:
❖ Body Butters (including Moringa, Satsuma, Strawberry, Olive, Shea, Mango and Coconut)
❖ Body products such as body scrub, body butter and bath lilies
❖ Makeup (including mascara, lipstick, lip gloss, eye shadow and cotton rounds)
❖ Full skin care ranges (including Tea tree, Vitamin C, Vitamin E, Aloe vera and Seaweed)
❖ Men's skin care (Including maca root and white musk)
❖ Hair care (including their famous Banana shampoo and Banana conditioner)
❖ Bath products including shower gels and solid soaps

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2.0 Description of Digital Marketing
The first approaches to digital marketing defined as “achieving marketing objectives
through applying digital technology and media” (Chaffey, D. et al., 2009). In other words,
any form of marketing that makes use of electronic devices and that marketing experts can
utilise to spread advertising messages and assess their effectiveness along the customer
journey. The peculiarities of the digital environment and how it has been used for marketing,
however, have encouraged the creation of channels, formats, and languages that have given
rise to tools and approaches that are unimaginable offline.
Digital marketing is no longer just a subset of traditional marketing; it is now a brand-

new phenomenon that combines mass distribution with customization to achieve marketing
objectives. Technology convergence and the proliferation of gadgets have opened up new
avenues for thinking about online marketing and pushed the envelope for a brand-new idea of
digital marketing that is user-centered, more quantifiable, pervasive, and interactive. There is
a lot of potential for companies and organizations in the creation of digital marketing
strategies. Some of them are as follows:

• Branding. Due to the extent, presence, and ongoing modifications of platforms and Web
2.0 services, there is a huge opportunity to develop a brand's online reputation.
• Completeness. Customers have the opportunity to engage the organization in a larger and
more individualized way thanks to the opportunities for information dissemination through
connections.
• Usability–functionality. Web 2.0 provides straightforward and approachable platforms for

everyone in order to enhance the user experience and enable their activities.
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•
3.0 Digital Marketing Practiced For The Body Shop

The Body Shop's use of digital marketing to advertise their candy products, especially
those manufactured with natural ingredients, has helped the business reach out to the general
population. Most of The Body Shop's marketing efforts are concentrated on social media. The
Body Shop has been effective in attracting consumers, especially working women who want
to look their best at the office. Even females can prevent their skin from drying out in an air-
conditioned environment. It offers a wide range of products for women that support skin
elasticity and firmness, hence reducing facial wrinkles.
The Body Shop uses social media sites like Facebook, Instagram, and Twitter to
interact with customers and provide news about sales, new products, and other topics. The
Body Shop has used this marketing strategy to reach out to customers quite well because it
has established its market position. Through digital marketing and the Internet, The Body
Shop may get customers input about their items and use that data to raise the caliber of their
offerings. Additionally, The Body Shop seeks to expand its brand from target consumers to
loyalty customers because social network members typically share information with one
another. Sales increase as a result of the creation of a superb passive marketing channel.
In this section, I will particularly discuss digital marketing practices as practiced by

The Body Shop, such as content marketing, social media marketing, mobile marketing, and
email marketing.

7
4.0 Recommendations to Improve Digital Marketing for The Body Shop
The Body Shop from their initial days used to save costs on advertising and rely on a
word to mouth marketing and retaining their customers. Before, that was okay. The huge
influence of digital media has, however, made digital advertising easier today. Google
AdWords and social media ads now cost a tiny fraction of what they did a few days later in
terms of revenue. Brand communication has altered as a result of digital marketing. The Body
Shop must develop and engage at digital marketing.
As a result, I have suggested The Body Shop implement the following four ways to
improve its digital marketing: establishing a digital marketing team or contracting a third-
party digital marketing firm; adding a Chabot on The Body Shop website; marketing
automation; and video marketing.

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5.0 Summary
One of the most well-known and established brands in the cosmetics sector is The
Body Shop. They are innovators in the cosmetics sector for making cosmetics as well as for
environmental protection and promoting awareness of animal cruelty. They have built up a
sizable following of devoted clients because to their wide range of natural and risk-free items.
Digital marketing refers to a broad range of technology and marketing strategies used
to connect with customers online. It has revolutionized the marketing sector as a method of
online marketing that enables businesses to create a brand identity.

9
6.0 Reference
Adamopoulou, E., & Moussiades, L. (2020). Chatbots: History, technology, and
applications. Machine Learning with Applications, 2, 100006.
Chaffey, D., Mayer, R., Johnston, K. and Ellis-Chadwick, F. (2009) Internet Marketing:
Strategy, Implementation and Practice, 4th edn. Financial Times Prentice Hall,
Harlow.
Danziger, P., 2020. Natural Beauty Pioneer The Body Shop Is Making A Comeback By Going
Back To Its Roots. [online] Forbes. Available at: [Accessed 28 September 2022].
Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing &
Publishing.
Miller, M. (2011). YouTube for business: Online video marketing for any business. Pearson
Education.
Mullen, J., & Daniels, D. (2011). Email marketing: an hour a day. John Wiley & Sons.
Michael, A., & Salter, B. (2006). Mobile marketing. Routledge.
Purkayastha, D., & Fernando, R. (2017). The Body Shop: Social Responsibility or Sustained
Greenwashing? 1. In Case studies in sustainability management and strategy (pp.
226-251). Routledge.
Roberts, M. L., & Zahay, D. (2012). Internet marketing: Integrating online and offline
strategies. Cengage Learning.
Rowley, J. (2008). Understanding digital content marketing. Journal of marketing

management, 24(5-6), 517-540.
Thebodyshop, 2022a. History & Heritage | The Body Shop®.[online] Thebodyshop.com.

Available at: <https://www.thebodyshop.com/en-us/about-us/ourheritage> [Accessed
30 September 2022].
Thebodyshop, 2022b. About Us-The Body Shop. [online] Careers.thebodyshop.com.
Available at: [Accessed 30 September 2022].
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Todor, R. D. (2016). Marketing automation. Bulletin of the Transilvania University of
Brasov. Economic Sciences. Series V, 9(2), 87.
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Part 2 Online Class Participation

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FACULTY OF BUSINESS AND MANAGEMENT

SEPTEMBER SEMESTER 2022

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Figure 1.0.1: The Body Shop

The key products of The Body Shop include:

👀 Students, get a RM 20 💰 discount on your first assignment at OneStopAssignment! Plus, use

Referral Code: MartinL for an extra 10% off. | 🔗 OneStopAssignment.com |

Digital marketing is no longer just a subset of traditional marketing; it is now a brand-

👀 Students, get a RM 20 💰 discount on your first assignment at OneStopAssignment! Plus, use

Referral Code: MartinL for an extra 10% off. | 🔗 OneStopAssignment.com |

• Usability–functionality. Web 2.0 provides straightforward and approachable platforms for

3.0 Digital Marketing Practiced For The Body Shop

In this section, I will particularly discuss digital marketing practices as practiced by

👀 Students, get a RM 20 💰 discount on your first assignment at OneStopAssignment! Plus, use

Referral Code: MartinL for an extra 10% off. | 🔗 OneStopAssignment.com |

👀 Students, get a RM 20 💰 discount on your first assignment at OneStopAssignment! Plus, use

Referral Code: MartinL for an extra 10% off. | 🔗 OneStopAssignment.com |

👀 Students, get a RM 20 💰 discount on your first assignment at OneStopAssignment! Plus, use

Referral Code: MartinL for an extra 10% off. | 🔗 OneStopAssignment.com |

Michael, A., & Salter, B. (2006). Mobile marketing. Routledge.

Rowley, J. (2008). Understanding digital content marketing. Journal of marketing

Thebodyshop, 2022a. History & Heritage | The Body Shop®.[online] Thebodyshop.com.

👀 Students, get a RM 20 💰 discount on your first assignment at OneStopAssignment! Plus, use

Referral Code: MartinL for an extra 10% off. | 🔗 OneStopAssignment.com |

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