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The Body Shop Launches Pulse Retailing Concept, Remains True To Social Value

May 28, 2012: 01:39 AM EST
The Body Shop launched its Pulse interactive retailing concept, which features experiential retailing and integrates information and conversation areas designed to persuade customers to stay at the store longer. In a way, the concept signifies for the company a return to its early days and an attempt to "connect locally with the world." While emphasis has remained on company founder Anita Roddick's commitment to fair trade even after the company was acquired by L'Oréal, this socially conscious value is strengthened and communicated more strongly with consumers via the Pulse concept. Pulse has also helped the company double the time spent in-store by consumers from 5 to 10 minutes.
Leanne Delap, "At the Body Shop, it's an experience with the world", Globe and Mail , May 28, 2012, © The Globe and Mail Inc.
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