Shopping Lists Made Easy by Bath & Body Works

One of the things we discovered in our What Women Want research this summer was that women were repeatedly frustrated by their inability to make shopping lists on most web sites. Some kept their own hard copy next to the keyboard while others used the shopping cart, the "save for later" feature, or wish lists, even if they were shopping for others.

One of the first to capitalize on this simple request is Bath & Body Works with its recent holiday launch. Okay, in the spirit of full disclosure, I admit that our firm played a role in its inception and execution. But this isn't just about tooting my company's horn here, I think Bath & Body Works is working hard to understand women and how they shop. And this functionality--both elegant and convenient--helps women pre-shop before they hit the mall. Every product allows you to "add to shopping list" without all the fuss of registering (unless of course, you want to save it or email it to others). What's great is the ability to add a comment with each product. So, if you're shopping for a long list of friends, you can add their name and a reminder note such as "Great for Katy. But see if they have trial sizes as well." Notes print out clearly and succinctly along with a photo of every product on the list -- which serves as a useful shopping reference.

So, give it a try and let me know your thoughts.

PS. Right now Bath & Body Works is throwing in a free 8 oz. bottle of lotion with a $25 purchase from your shopping list. Now that's a shopping list worth making.