Branding that "WORKS" - The Body Shop, Nairobi (Village Mall)

I found myself in Nairobi, on a quest to unearth the secret gems of branding and marketing. While counting the number of escalators in VILLAGE MALL, there was one store that grabbed my attention — The Body Shop

Now I LOVE SCENTS so trust me to enter any shop smelling like candy, which is why I couldn't resist stepping inside. Little did I know that this visit would turn into a wallet-emptying, laughter-filled adventure. So, buckle up as I take you on a journey through The Body Shop, where impeccable branding, innovative marketing, and an unexpected spending spree collided!

Before writing this, I almost failed to figure out where to start from because Marketing excites me and what The body shop did was excite me at almost all their customer touch points. Let me begin with those that really stood out for ME.

1. BE KIND: Right that the entrance is a stand titled "Which type of change maker do you want to be?" Customers pinned their change notes, sharing their aspirations for a better world. Among them, a child's innocent plea for a place "where everyone has no problem so nobody fights" struck a chord. Clearly, this little change-maker was onto something big!

2. YOU ARE ENOUGH: The Body Shop was a magical land of stations, each with its own captivating charm. First, the testing station beckoned with a bold proclamation, "Let's clean up our act to clean up the environment." The store encouraged customers to use refillable bottles instead of disposing of single-use packaging, promoting eco-consciousness.

Another station allowed customers to try on makeup and promptly wash it off using The Body Shop's cleansers. The makeup station had a mirror sticker declared, "YOU ARE ENOUGH," leaving me wondering if I had accidentally stepped into a self-love seminar. Talk about self-empowerment, THANK YOU for this.

There's more! The gifting station was a treasure trove of delight. With personalized ribbons, gifting stickers, and enthusiastic staff ready to transform our purchases into gifts fit for royalty, The Body Shop elevated the act of giving - "Make your marketing so useful people would pay for it." by Jay Baer and in this case, we happily spent up to KSH 60,000 in this store. Products with extracts grown from KENYA itself were given their own dedicated station in the store, like their TREE OIL stand.

3. The secret sauce; after this paragraph, you will know why my blocks are titled the way they are... The Body Shop 's product branding is more than just skincare goodies—they were an experience in themselves. Each product category boasted test samples and a cheeky "TRY ME" note. It was like a playground for the curious and the product enthusiasts among us. But the real magic was in the branding through plant extracts.

Take, for example, the lavender sleep serum with its purple stripes, a placard showcasing the delicate lavender flower, and a sign that read, "SLEEP BETTER, WAKE STRONGER".The Lemon Hand Gel featured a succulent lemon image and a placard titled "CLEANSING POWER," extolling the virtues of lemon extracts as a detoxifying agent. As for the Shea Butter Cream, its placard declared, "Butter Up Your Dry Skin."

These engaging placards effortlessly connected with customers on an emotional level, surpassing the mere act of selling products. The Body Shop brilliantly connected emotions with their products, just like Al Ries and Jack Trout suggested in "Positioning: The Battle for Your Mind." They had us at hello, or should I say, "TRY ME"!

YES, THERE'S MORE!!! The bundled product packages, like the SLEEP ROUTINE, took branding to another level. Each package featured three products, accompanied by a placard of the relevant flower extract, a QR code, and a promise of a YouTube video showing us how to incorporate the products into our daily lives. The Body Shop 's innovative use of technology and comprehensive approach left me both impressed and eager to embark on my own "sleep routine" adventure.

4. Eco-friendly; Refill Bottles, sisal shopping bags & impeccable customer care: In the midst of our shopping frenzy, we discovered The Body Shop's commitment to sustainability extended beyond just words. They offered refillable bottles for larger items like shampoos and body yogurts, making them not only cost-effective but also eco-friendly as it reduces waste for repeat customers.

Did I forget to mention how they have sisal bags for shopping carts? Moreover, bags that reflect the brand as they had green stripes in the color similar to the brand itself. The Body Shop's dedication to customer satisfaction and product expertise truly sets them apart. The staff members were proactive, knowledgeable, and skilled at upselling products. Their expertise and passion for the brand made the shopping experience not only enjoyable but also informative.

The Body Shop's branding and marketing strategies truly set them apart in the industry. Their innovative concepts, personalized approach, exceptional customer care, sustainability initiatives, and attention to detail create an immersive and memorable shopping experience.

As marketers, we can learn valuable lessons from The Body Shop 's success and apply them to our own strategies. By embracing customer engagement, emotional branding, environmental responsibility, and exceptional service, we can create brands that leave a lasting impact on consumers' hearts and minds.

So, let's take inspiration from The Body Shop and strive to create remarkable experiences that captivate our audiences, just as The Body Shop did for me during my visit to Nairobi.

Remember, it's not just about selling products—it's about connecting with people on a deeper level and making a positive difference in their lives.