Bath & Body Works loyalty members drove 80% of US sales in 2024

Satisfaction is up, too, with the loyalty program boasting a 93% satisfaction rating, according to a recent earnings report.

Bath & Body Works’ active loyalty members drove 4 in 5 sales in the United States for Q1 2024.

Bath & Body Works grew its active loyalty member count by more than 18% from the first quarter last year to 37 million in the first quarter of 2024, according to the retailer’s Q1 2024 earnings presentation. 

Members are overwhelmingly satisfied with the program, too. The loyalty program ended the quarter with a 93% satisfaction rating.

New customers made up 2 in 5 enrollees to the loyalty program in the quarter ending May 4. The retailer plans to drive more enrollment through exclusive and early access events and point accelerators, which were first introduced in the fourth quarter last year to foster reward redemption.

Customer loyalty wasn’t limited to a specific program, however. The brand’s customer retention rate this quarter was at its highest since 2021, which was a “high watermark” for the brand.