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1.1 TBS Malaysia Sales Promotion [ FREE 50ml BODY BUTTER ]

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1.1 TBS Malaysia Sales Promotion [ FREE 50ml BODY BUTTER ]

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As audiences landed on The Body Shop Malaysia official website, the first image on the homepage came into visual is the KEEP IT SMOOTH promotion. The call to action of this ads is to purchase at or above RM200 to get a FREE 50ml body butter.

Honestly speaking from a customer's perspective, this do not attract me as the promotion itself does not sound worth it at all. The minimum amount of purchase required to get the small 50ml body butter is too much, do not give customers more values, or a sense of "I will earn it" "This is worth it".

Being said that, I will not purchase, and word of mouth is hardly or almost impossible to achieve from this "Sales Promotion".

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In comparison with TBS on Lazada, its reviews on Shopee seems better. The first sight of "Enjoy RM10 OFF on your first purchase" is attractive.

All the improvements needed are the same as mentioned in 3.1

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Example of UX design, calculation of product price is shown

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Example of UX design, calculation of product price is shown

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TBS Malaysia do not have any sales promotion on Lazada right now. Although most of the reviews are excellence, but the sales can be further improved on.

As a marketing student, also a customer, I would say shopping platform plays an important role in current generation. If TBS would like to increase its online sales, rely on its single official platform is not enough. In addition, the overall UX design of the official website is not attractive.

What can be improved on:

1) More exposure of the brand on LAZADA, by having special sales promotions on it. Sales such as Summer Sales in US is applicable in Malaysia, but maybe to fit in geographical and cultural aspect, TBS should have a Raya Sales. During the sales, it should be expose on Lazada's main page, or at least the top in the Skin Care category,.

2) More reviews and purchase required. With suggestion 1) mentioned above, this will be better.

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1.2 TBS Malaysia Sales Promotion [ FREE DELIVERY for purchase above RM100 (wm) / RM150 (em) ]

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1.2 TBS Malaysia Sales Promotion [ FREE DELIVERY for purchase above RM100 (wm) / RM150 (em) ]

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TBS Malaysia have this sales promotion, which does not looks like a short term, but a long term one. I would consider this as Sales Promotion as it encourages customers to purchase more.

This works as in case scenario such as: when a customer is having a total checkout amount of RM90, he or she will consider add in one more item to get the free delivery offer.

However, this strategy is available at almost all the other brands' websites. Thus, this is nothing special, but a point of parity...or I would say the least basic requirement for online purchase.

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2.1 TBS US Sales Promotion [ Summer Sales ]

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2.1 TBS US Sales Promotion [ Summer Sales ]

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TBS US site is having the Summer Sales, where 20% of discount is applicable on selected skincare products.

Comparing it to Malaysia's "Free 50ml Body Butter" promotion, this is way more attractive. Viewing it from a customer's perspective, I will more likely to purchase something with this promotion, as this is more worth it, and I feel "I earn it".

Same point that can be improved on as mentioned in 1.3 regarding to the UX design and due date.

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4.1 Online Marketing to support Sales Promotion is insufficient

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4.1 Online Marketing to support Sales Promotion is insufficient

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Although The Body Shop is a well known brand, which once upon a time I was its loyal customer as well. However, for the past few years I did not buy the products. Why? I would say "knowing" is not enough, but what worst is not even know they are having sales.

With all my research of TBS for assignment purpose, the algorithms actually detected me, and shows me TBS ads on Instagram and Instagram. However, the effectiveness of the ads are super low.

The digital marketing should be improved as it works closely with online sales promotion.

Social Media Marketing need to be improved. 1) The ads on social media are needed to be improved, in terms of the design. (Honestly speaking, whenever I see TBS ads appear on my story, all I want it to tap skip because nothing attract me to stay and read) 2) The interactivity with target audiences on social media. TBS Malaysia should have more interesting online campaigns in order to gain back people's attention.

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1.3 TBS Malaysia Sales Promotion [ Mini Sales ]

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1.3 TBS Malaysia Sales Promotion [ Mini Sales ]

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TBS Malaysia is having mini sales as well, but it did not mention when the sales due.

Most of the sales encourage customers to buy more than 2 products in a category to get the particular discount

This is workable, but the attractiveness and effectiveness of this sales promotion can be improved. For example:

1)  UX design of the website can be improved, in terms of the price. Customers will not take out a calculator to calculate how much they can "save" from the discount. By showing the price after discount makes customers see the "value" in terms of price they can benefit from it.

2) Due date of the sales should be on the site, or even a Countdown timer. Getting target audience on the website is the first step, but the objective is to let them take ACTION - BUY YOUR PRODUCTS. By having due dates or countdown timer, the possibility of target audiences buying the product immediately is higher. Marketers have to create the kind of URGENCY, as CALL TO ACTION for them to PURCHASE.