What You Need to Know
Bath & Body Works opened its first Feel Good concept store last month at SouthPark Mall in Charlotte, North Carolina. Two more follow this fall. Easton Town Center in Columbus, Ohio opens in late October and Palms at Town & Country in Miami opens in November. The company built the format around shopper feedback. People told the brand they wanted easier navigation, clearer details on ingredients and benefits and a simpler way to test products. The concept is part of the Consumer First Formula, the company’s plan to put shoppers at the center of every decision.
So what changes when you walk in? Products sit together by fragrance family, like Warm & Woodsy and Fruity & Bright, so you find similar scents in one spot. You’ll see an Eau de Parfum bar, a lip and blend station and demo sinks where you can test products before you buy. A digital Fragrance Finder asks you a few quick questions and matches you with scents based on what you like. Shoppable drawers keep the floor tidy and signs explain what’s in each product and what it does. The design uses natural stone, custom tile and warm wood. Bath & Body Works will use what it learns in these three stores to decide how its other stores change going forward.
