Bath & Body Works Rolls Out Enhanced Mobile App Experience For Award-Winning Loyalty Program

Bath & Body Works has now released an enhanced mobile app experience for all customers. The updated “Bath & Body Works” app offers a more seamless and streamlined performance to improve the customer experience and deepen engagement in the brand’s award-winning loyalty program.

The new Bath & Body Works app offers additional capabilities including:

• Login improvements using biometric authentication to allow fingerprint or face ID
• Shoppable by all customers without registration
• More streamlined store locator feature

Loyalty members still earn rewards towards free products, get exclusive early access to new collections, and special birthday gifts to surprise and delight.

This upgrade is part of Bath & Body Works’ larger engagement strategy as the brand continues to invest in its technology capabilities to deliver new levels of customer service, agility and performance. By removing technology barriers, customers can enjoy a frictionless shopping experience across their purchase journey.

A seamless and convenient customer experience deepens engagement, leading to more visits, more often. Loyalty members now account for more than 80% of Bath & Body Works’ U.S. sales.

Since its initial launch in 2022, Bath & Body Works’ loyalty program has amassed more than 37 million active members and was named a top ranked loyalty program in the U.S. by Bond. Bath & Body Works has also been recognized by both Forbes and USA Today for its industry-leading customer experience.

“Our dedication to customers and the experience they have with our brand drives us forward. We work tirelessly to develop moments of truth and service that set us apart and deepen longstanding relationships with all who choose our amazing products,” says Maurice Cooper, Chief Customer Officer at Bath & Body Works. “We are excited to offer a more exceptional and seamless digital experience, particularly through our new app, which will bring the power of fragrance to life for millions of customers around the globe.”

For more information, visit bbwinc.com.

About Bath & Body Works
Home of America’s Favorite Fragrances, Bath & Body Works is a global leader in personal care and home fragrance, including top-selling collections for fine fragrance mist, body lotion and body cream, 3-wick candles, home fragrance diffusers and liquid hand soap. Powered by agility and innovation, the company’s predominantly U.S.-based supply chain enables the company to deliver quality, on-trend luxuries at affordable prices. Bath & Body Works serves and delights customers however and wherever they want to shop, from welcoming, in-store experiences at more than 1,870 company-operated Bath & Body Works locations in the U.S. and Canada and more than 490 international franchised locations to an online storefront at BathandBodyWorks.com.