Bath & Body Works Launches Loyalty Program, App

Bath & Body Works announced Monday that it's launching a new rewards program in the U.S., giving loyal customers exclusive offers and a chance to earn free products.

In a press release, the personal care and home fragrance company said the loyalty program, dubbed My Bath & Body Works Rewards, is rolling out at the same time as its new app, which lets customers shop, get access to exclusive content, and use the in-app wallet to hold rewards.

Bath & Body Works' rewards for its loyalty members include:

• 10 points for every dollar spent;
• earning a free product (up to $16.50) for every $100, or 1,000 points, earned;
• early access to big events and new fragrance launches;
• sneak peeks at new product drops and first access on limited product offerings;
• a free yearly birthday gift; and
• a discount ($10 off a $30 purchase) upon signing up.

“At Bath & Body Works, we aim to make the world a brighter and happier place through the power of fragrance," said Joanne Friess, senior vice president of marketing strategy, in the press release. "Today’s launch gives us an exciting and meaningful extension of that commitment. We know that customers expect fun and engaging experiences whether shopping in our store, online or in the app, and we’ve crafted our program to deepen the engagement and connection with our customers."

Total Retail's Take: Executive chair and interim CEO Sarah Nash has said that Bath & Body Works is in the midst of improving its financial performance and positioning the company for long-term growth. The retailer experienced a 5 percent year-over-year decrease in net sales during the second quarter, and laid off 130 employees — primarily from its leadership team — earlier this month.

"The business continues to perform at levels significantly above pre-pandemic and our team is effectively navigating the challenging environment and inflationary pressure affecting our customers and our business," Nash said in an Aug. 17 press release reporting the company's second quarter results.