Bath & Body Works loyalty program review

Elevating fragrance enthusiasts' experience with scent-sational benefits, 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.

About Bath & Body Works

Bath & Body Works was founded in 1990 and became a standalone public company in August 2021.

With headquarters in Columbus, Ohio, 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.

At Bath & Body Works, we were founded on a simple idea: Make the world a brighter, happier place through the power of fragrance.
Our deep-rooted passion for fragrance is what sets us apart. It’s why for more than 30 years, we’ve been a global leader in our industry, giving our customers a reason to celebrate with fragrance every day.

Gina Boswell, CEO

As one of the premier fragrance companies in the world, they have more than 1,800 company-operated locations in the U.S. and Canada and more than 427 international franchised locations.

Their highly differentiated business model, including our predominantly domestic supply chain, and strong relationships with our vendor partners and fragrance houses, enable them to continually innovate and meet the demands of our omnichannel customers and changing macro trends with speed and agility.

Bath & Body Works loyalty program objectives:

The company offers the Bath & Body Works Rewards Program to provide fragrance enthusiasts with a rewarding and personalized shopping experience. They have a passionate and loyal customer base, of which approximately 36 million have joined their loyalty program after its launch in August 2022, a significant number of its nearly 60 million customers. Source: 2022 annual report

The primary objectives of the Bath & Body Works Rewards Program are to foster customer loyalty, drive repeat purchases, and offer fragrance-centric benefits. By providing rewards, exclusive offers, and personalized recommendations, Bath & Body Works aims to build lasting connections with its customers while delivering an exceptional pampering experience.

Our market research shows that Bath & Body Works customers are primarily women between 36-45, with annual income of $40-80k, who prioritize convenience, quality, health and wellness.

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Loyalty program structure:

Key components:

The Bath & Body Works rewards program includes features such as point accumulation, member discounts, early access to sales, and personalized product suggestions.

Membership in My Bath & Body Works and App download is only open to residents of the United States.

Enrollment is available through the web or app. To enroll in the program, a customer must provide their first name, last name, email address, phone number, zip code, and other information, as indicated.

Points system:

Members earn points for every purchase ($1=10 points) at Bath & Body Works, with opportunities to earn bonus points during special promotions. These points can be redeemed for discounts on future purchases or other fragrant rewards.

Members can redeem a free product of their choice, up to $16.50, when they spend $100 or earn 1,000 points.

Points will typically appear within 72 hours after an in-store purchase, or after an online order ships or is picked up from a store. Points expire if the account is inactive (no transaction activity) for 365 days. Rewards expire 90 days after they are earned

If a customer makes a return, the point earned on those items are deducted from the account.

The program seamlessly integrates across various channels, allowing members to earn and redeem points both in-store and online, ensuring a consistent experience across different shopping platforms.

The My Rewards Card is a barcode unique to your My Bath & Body Works account, and is visible on the Home and Wallet pages of the App, and in the Wallet section of My Account online. This barcode identifies customers in-store at the time of purchase, allowing them to earn Rewards.

Rewards will be available via the wallet section of the App or My Account section of the website. Members must identify themselves at the time of transaction to redeem.

  • ONLINE: Add any item (original price up to $16.95) to cart, and apply Reward code in the Reward Code box at checkout. Shipping and handling applies to free item.
  • IN STORE: Display barcode from the wallet section of the app or online account at U.S. Bath & Body Works stores.

Each reward may be redeemed for only one item and will be applied to the most expensive eligible product in the transaction. Up to 8 rewards may be applied per transaction. Expired rewards are not able to be replaced.


Program members get to unwrap an annual birthday gift, and unlock member-exclusive access to special events, products, etc. Bath & Body Works uses customer data to offer personalized product recommendations, tailored offers based on individual scent preferences, and early access to new scent launches.

Members get a daily email coupons loaded into the app for easy scanning at the register.

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Members may have the opportunity to test new scents and products before they are officially launched, allowing them to provide feedback and be among the first to experience the latest fragrances.

Loyalty app:

There are extra benefits for members when using the loyalty app:

  • Customers can shop straight from the app & earn points
  • The wallet holds rewards and offers, plus keeps gift cards handy!
  • Only members that use the app get the scoop on top-secret reveals
  • $10 off a $30 purchase, just for joining!

Marketing and Promotion:

My Bath & Body Works Rewards was named a top ranked Loyalty Program in the U.S. Retail Health & Beauty category of the 2022 Loyalty Report™ by Bond.

Bath & Body Works communicates with Rewards Program members through personalized email newsletters, push notifications, and exclusive offers, ensuring they stay informed about program benefits, upcoming scent releases, and promotions.

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.

Joanne Friess, senior vice president of marketing strategy

Possible growth opportunities

Leveraging customer data

Analyzing the purchasing behavior of members compared to non-members, including average order values, frequency of purchases, and customer retention rates, can measure the program’s impact on driving sales and customer lifetime value.

Tracking the number of active Bath & Body Works Rewards Program members and their level of engagement, such as points earned, rewards redeemed, and participation in exclusive events, will offer great insight to the company around the program’s success in capturing and retaining customer interest.

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Membership tiers and gamification:

The program could include tiered membership levels, such as Bronze, Silver, and Gold, each offering progressively more benefits and exclusivity.

The company could improve customer retention and increase purchase frequency with game-based initiatives that reflect the values of their brand, creating buzz and extending customer lifetime value.

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Household accounts:

The company could offer additional convenience and generate more loyalty by upgrading their program to handle household accounts. For now, members are limited to one account. Membership is nontransferable and points cannot be shared.

In App overview of transaction history

The brand could add a points / purchase tracker in the app. Customers cannot see if a specific purchase has been counted. The app just shows the overall points, not a breakdown of each transaction.

Experiential rewards:

Such as scent creation workshops. Organizing exclusive fragrance workshops or scent creation events would create additional excitement and engagement for Rewards Program members, offering them unique opportunities to learn about scents and create their personalized fragrances.

Fragrance subscriptions:

Introducing a scent subscription option within the program could provide members with a regular supply of new scents to explore and enjoy, enhancing their connection with Bath & Body Works’ offerings.


In conclusion, the Bath & Body Works Rewards Program effectively engages fragrance enthusiasts by offering exclusive benefits.

By further leveraging their customer data and adding loyalty program features such as tiers and gamification, Bath & Body Works can further elevate the program’s effectiveness and solidify its position as a destination for sensory delight.

If you’re a retailer and you’d like to talk about loyalty management technology in more detail, then get in touch our team – we’ll be happy to show you examples or talk through your brand’s unique challenges.

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