DST Project Models and diagrams (original)

Business Model Canvas

For The Body Shop as of Q1 2023

Customer Relationships

Key Partners

Customer Segments

Value Propositions

Key Activities

• Nature&Co (owner).
• Partnerships with stakeholders for rallying: Short-term activism partnerships e.g. Dove, MTV, Bloody Good Period.
• Job creation partnerships e.g. Ingeus.

• Providing customers cosmetic and self-care products that are cruelty-free and make with natural ingredients.

• Activism: Using their brand image as a force for good to promote ethical production, fair treatment and equality in the cosmetics industry.

• Activism combined with marketing

• Delivery deals: Free delivery over £35

• Join the club and get 15% off first purchase and collect points on every purchase

• Frequent deals: free cleanser when you spend £30 on skincare

• Encouraging female empowerment and self-esteem- encouraging beauty in all forms outside of what the beauty industry deems suitable

• One stop shop for ethical beauty products
• Empowering women

• Community Fair Trade programme with the focus of bringing employment to communities

• Natural ingredients and ethical products: Community Fair Trade Programme - sourcing quality ingredients from around the world

• Sustainable products: recycling and refilling initiatives and changing packaging methods/materials

• Vegetarian/vegan products: anti animal cruelty and vegan/vegetarian ingredients - Variety of products, providing solution to all skin troubles

• Youth/teenagers

• Parents/middle-aged

• Elders/retired

Key Resources

Channels

[Estimates from 2018]

• Unique selling proposition: Brand’s CSR values.
• Employees: Est. +10,000.
• Further franchise team employees: +12,000.
• Stores:+3,000.
• Countries in operation: +70.

• Multi-channel distribution approach
• Website
• Retail stores
• The Body Shop At Home TM
• Hemp body care

Cost Structure

Revenue Streams

• Labour costs - in-store, website and social media managers etc.
• Ingredients costs through supply chain.
• Production and transportation costs. Corporate tax.
• High costs of maintaining the stores.
• Amortisation and depreciation - costs of maintaining the franchise stores.

• Sales from products
• Sales from service
• Sales from The Body Shop At Home sales affiliates program

Evaluation of key competitors and challenger organisations

SOURCES: (Euromonitor International, 2023), (Bhasin, 2019), (Superbrands, 2005), (The Body Shop, 2023), (Shashtri, 2021), (Clinique Laboratories, 2023), (Boots UK, 2023)

Innovation Ambition Matrix for suggested Digital Initiatives

TRANSFORMATIONAL

Initiative 2: Enhanced In-store Virtual and Interactive Customer Experiences

'Heatmap' for increased transparency about ingredient sourcing and donation distribution.

ADJACENT

This matrix includes a variety of suggested innovation strategies for business model innovation. The ones selected are labelled 'Initiative 1-4'

Initiative 4: New Services: Skin consultations, allergy tests (partnership with GetHarley and NHS).

Educational platform to learn about sustainability and ethical issues within the cosmetics industry.

Markets: where different customer segments exist from existing to new markets

Business Model Innovation through a business model digital transformation approach

R&D team for product development based on customer research.

CORE

Tips and 'what's trending' section on the website to increase web traffic to the Body Shop website.

Initiative 1: The Body Shop App and Enhanced Website.

Personalised product recommendations.

Products and assets innovation: from existing to new products

This matrix includes a variety of suggested innovation strategies for business model innovation. The ones included in our digital transformation are labelled 'Initiative 1-3'

TRANSFORMATIONAL

Initiative 2: Interactive Sustainability Wall + Product Customisation Tool

ADJACENT

Initiative 3: Allergy Testing (Partnership with NHS in the U.K.)

Initiative 1: The Body Shop App

Initiative 3: Online Skincare Consultations (Partnership with GetHarley) + Subscription plan for product deliveries

Carbon Footprint Tracker

Exclusive Content

WHERE TO PLAY: Where different customer segments exist from existing to new markets

Platform to learn and discuss about sustainability and social impact

Improved Product Recommendations

CORE

The Body Shop At Home

Initiative 1: Enhanced Website

Activist Maker Workshop

• Cruelty-free products made of natural ingredients
• Using their brand positioning for activism

Health and Beauty Products (skincare, haircare, etc.)

HOW TO WIN: Products and assets innovation from existing to new products

Hover over interactive elements for further explanation

SEE YOUR RSULTS

• Allergens in this product: YES

• Likelihood of experiencing allergic reaction: 41%

CLICK HERE TO VIEW ALLERGEN FREE PRODUCT RECOMMEDATIONS

Allergen information based on your allergy test results

Allergen information based on your allergy test results

SEE YOUR RESULTS

• Allergens in this product: YES

• Likelihood of experiencing allergic reaction: 41%

CLICK HERE TO VIEW ALLERGEN FREE PRODUCT RECOMMEDATIONS

SEE YOUR RESULTS

Hover over interactive elements for further explanation

• Product is not suitable for your skin type: Dry and sensitive

• High likelihood of experiencing negative reaction

CLICK HERE TO VIEW PRODUCTS RECOMMEDATIONS FOR YOUR SKIN

PRODUCT infonmation based on your SKIN CONSULTATION results

PRODUCT information based on your SKIN CONSULTATION results

SEE YOUR RESULTS

• Product is not suitable for your skin type: Dry and sensitive

• High likelihood of experiencing negative reaction

CLICK HERE TO VIEW PRODUCTS RECOMMEDATIONS FOR YOUR SKIN

SEE YOUR RESULTS

Annotated Smooth Journey Model: How our initiatives can improve customer loyalty

New App & Enhanced Website

Enhanced In-store Virtual Experiences

Skin Consultations

Allergy Testing

Adapted from source: (Siebert et. al., 2020, p.50)

Enhanced Customer Journey Map

Customer Journey Map

Customer Journey Map