Case Study: Bath & Body Works Arabia achieves faster response times, 18.4% lower customer care costs and higher conversions with Emplifi

Bath & Body Works Arabia delivers modern customer experiences

Bath & Body Works Arabia, the regional arm of the global personal care brand, faced a sharp rise in customer conversations across social channels—64% more messages year-over-year and far higher engagement than competitors—which made scaling one-to-one, omnichannel support a priority. To meet this challenge the team partnered with Emplifi and implemented Messenger API for Instagram alongside Emplifi’s unified CX platform to centralize and streamline inbound messaging across marketing, commerce, and care touchpoints.

Using Emplifi to funnel conversations into a single hub, Bath & Body Works Arabia cut average time-to-resolution to 2 hours for Facebook and 1 hour for Instagram, improved handled conversations by 42% versus 2019, and achieved an average CTR of 3.81% for agent-led redirects (vs. 1.15% for regional Facebook ads). The program also delivered operational gains—saving the equivalent of 143 working days per year and reducing customer care costs by 18.4%—while enabling agents to re-engage customers and drive measurable revenue.

Bath & Body Works

Mahmoud Zammar

Marketing Executive