Bath & Body Works has released an enhanced mobile app experience as the company seeks to boost digital shopping engagement.

New features include access without registration, simplified store locator features, and login improvements such as biometric authentication that enables fingerprint or face identification.

The move comes as the US personal care and home fragrance retailer, which sells a range of products including fragrance mists, body lotions, body creams and candles, continues to invest in its technological capabilities to enhance customer service through a more advanced digital shopping experience.

The company’s 37 million active loyalty members, which currently account for more than 80 per cent of its US sales, will also be able to earn rewards to receive free products, get early access to new collections, and exclusive birthday gifts.

The retailer said the app aims to “remove technology barriers”, with customers being able to enjoy a more frictionless shopping experience across their purchase journey.

Maurice Cooper, chief customer officer at Bath & Body Works, said: “Our dedication to customers and the experience they have with our brand drives us forward. We work tirelessly to develop moments of truth and service that set us apart and deepen longstanding relationships with all who choose our amazing products.”

The company is also focusing on preparing for the peak holiday seasons across its stores, with the retailer recently announcing plans to hire 30,000 new seasonal associates at its more than 1,800 stores in the US, Canada and Puerto Rico. It is also looking for an additional 2,700 distribution centre workers for its four central Ohio distribution centres.   

“Nothing is more important than the human element of our business, and we are committed to providing employment opportunities that offer meaningful professional growth in a culture where associates are recognised as valuable contributors,” said Deon Riley, Bath & Body Works’ chief human resources officer. 

Across Europe, retailers are also revamping their mobile apps to improve the customer experience.

Tesco has recently launched a set of new online grocery experiences that include improved delivery options and inventory insights, while clothing giant H&M has integrated AR features into its app, including virtual try-ons.

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