When you walk around the mall, there are certain distinct sights you’re apt to encounter — screaming children, chatty teenagers on their cell phones, and stressed-out parents.
There are also some distinct smells you’re likely to experience.
You’ll probably pass by a perfume kiosk where someone working on commission will desperately try to sell you some products whose ingredients you can’t pronounce.
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If you’re lucky, you might get a whiff of the delectable scent of Auntie Anne’s and the delicious pretzels it’s known for.
Once you near the corner of the mall that houses your local Bath & Body Works store, you’ll know right away that you’re getting close.
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An unmistakable scent emanates from Bath & Body Works that some people love and others find overwhelming. Either way, there’s a reason people tend to love those scented soaps and body lotions.
Bath & Body Works does a great job of introducing new varieties of its famous products to keep its inventory fresh. That’s why people are willing to pay extra for soap that’s reminiscent of cucumber melon, even if they’re not exactly sure what cucumber melon is supposed to smell like.
Bath & Body Works targets younger customers by bringing products to a clever location.
Image source: Shutterstock
Bath & Body Works’ mall footprint has been shrinking
In recent years, many retailers have experienced a decline in sales due to changing consumer behavior.
Inflation has been wreaking havoc on consumers, forcing them to spend their money more carefully. And not shockingly, a number of popular mall retailers have closed stores and filed for bankruptcy as a result.
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At a time when living costs are up, it’s hard to justify the cost of fun, scented soap when you can buy a huge bottle of some generic refill at Walmart, Target, or Costco.
Bath & Body Works, like other retailers, has been impacted by this shift. And it’s been adjusting its strategy accordingly.
In 2023, Bath & Body Works announced plans to close 50 mall-based stores.
At the same time, though, the company shared plans to open more standalone store locations in the hopes of attracting more customers.
Now, Bath & Body Works is making another move in line with its off-mall strategy. And it could prove very successful.
Bath & Body Works expands to college campuses
There’s a reason a growing number of retailers have been ditching malls in recent years in favor of standalone stores.
In a mall environment, there’s just so much competition. And at a time when consumers are being choosier with their money, it can be beneficial to whittle it down.
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Granted, the benefit of the mall environment is the incidental consumer. Someone could come to a mall looking for shoes and end up buying something from a completely different retailer because it happened to be right next door.
Still, the strategy of going off-mall is a smart one for retailers looking to boost sales. To that end, Bath & Body Works just announced that in an effort to target younger customers, it’s going to be selling its products in more than 600 college campus stores.
This move is a first for Bath & Body Works. Up until now, its products have only been available at its namesake stores.
Once the rollout is complete, college students will be able to purchase assorted Bath & Body Works products that include hand soap, sanitizers, and body and lip care products.
“It was important for Bath & Body Works to expand into college campuses as it allows us to reach our Gen Z customers where they are and when they need us most,” said Chief Merchandising Officer Betsy Schumacher.
“By providing an easy and convenient way to shop the fragrances they know from a brand they love, we hope we can make their dorm rooms feel more like home.”
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At a time when so many retailers are struggling, this move is a savvy one on Bath & Body Works’ part.
If there’s one thing younger consumers appreciate, it’s convenience. Not having to leave campus could spur a lot of sales among students.