Bath & Body Works’ secret to success? Amazon.Up until recently, Bath & Body Works avoided selling products on Amazon, but that’s evidently changed. According to the company’s CEO, it would be “difficult” for Bath & Body Works to grow without Amazon, because of how much of a giant it is in personal care and home fragrances. Earlier this year, the brand introduced a storefront on Amazon to reach new customers outside its 2,500 brick-and-mortar stores. Before, Bath & Body Works prioritized its physical storefronts and put its online presence second. But since we know young adults are frequent mobile and online shoppers, they’ve shifted their strategy to meet consumers where they’re at. Other major retailers, like Nike, have done the same while brands like Birkenstock have pulled their products off the platform because of the prevalence of counterfeits. (Business Insider)
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