LUSH is one of my favourite brand ever. I am one of ‘Lushies’ as Lush’s dedicated fans. I really love bath bomb because it is a better way to take my mind off things and relax after a stressful day, with the appearance of the products, its attribute, and scent (I definitely a fan of this scent family).
LUSH Fresh Handmade Cosmetics is the British cosmetics firm, was founded in 1995. The company successfully sells fresh handmade cosmetic products from natural materials with 100% vegetarian, more than 80% are vegan, and against animal testing (Lushusa, 2019). Its playful products covering various types from head to toe, including bubble bars, body scrubs, shower jellies, toothy tabs, dusting powders, lotion, shampoo, hair conditioner, face mask, and most iconically, bath bombs. The highlight of this brand is emphasising the naturalness that is very fresh and also has a commitment to conduct business ethically, environmentally friendly and fair (Lushusa, 2019).
Nowadays, it is widely thought of as one of the most progressive and innovative brands – specifically when it comes to customer experiences.
Whenever you walk past a store, you cannot pass without getting a great whiff of what is inside…
The scent and the playful product inside will definitely cause you to stop walking and step into the shop. Inside the store, you will smell and see various naked and fresh products placed with the sample which you can try before you buy. Everything is handmade by the team in Lush Kitchen who have been working hard to create new innovative and fresh products. You will definitely enjoy testing the playful product in the store and get useful information from the staffs. Every member of staffs are extremely friendly and helpful, they will suggest the product that suits your need and makes sure that you are able to find exactly what you are looking for, base on their knowledge and experience. Moreover, you can book DIY parties including games, skincare tutorials and the chance to mix and make your own products. The in-store spa also available in the store since 2009, the spa’s boast massage treatments, facials and relaxing baths using Lush products (Trotter, 2017). Thus, every single time I walk into Lush store, I had a delightful experience there, which is the company’s opportunities that create through customer experience in its store.
Recently, with the advanced technology, Lush also introduced a tablet payment, a new payment system that allows customers to check out and pay anywhere in the store (Gilliland, 2018). Due to faster transactions, this system increases the opportunity to get high engagement from the customer as well as revenue.
According to an increasingly digital and networked business world, digital innovations can be integrated within the firms in various contexts in order to created significant business opportunities.
Lush has a various digital business platform which are their own website, Youtube, Instagram, Twitter, and Facebook. The information posting on digital platform could reach a million people around the globe.
The company use these digital platforms to provide information about the company and products, with the pictures and video clips that can quickly get customers’ attention.
(LUSH, 2019)
Furthermore, it is a place where the customer can interact, share information and experience with each other whether in the comment below the post or retweet to share the information with their friends.
Description of the ingredients and how to use is given in the Lush website that allows customers to buy the products. It is pretty easy for the customer to access the information and purchase the product through both in-store and online. These digital business platforms have created business opportunities which can be converted to be competitive advantages of the company.
However, there is a challenge in doing a digital business platform within this business because the customers have to choose the product base on the smell and there are various scents in its products. The scent is an essential factor in the customer’s purchasing decision. In this case, it is tough for the customer to make a decision without smell the product through Lush website, except they have used the products before. Thus, Lush has to cope with this challenge to make sure that the customer will buy exactly what they are looking for. For example, by adding more description about the product, or open space for customers who have used the product to review, or having the staff to answer customer questions on the website before buying.
Both opportunities and challenges are presented by operating Lush’s physical store and digital business platform. In the future, if the company manage well and can combine technology with its business, it will enhance sales and lead the company to become a market leader in this industry.
Bibliography
(2019). Retrieved from Twitter Lushltd: https://twitter.com/lushltd
(2019). Retrieved from Instagram Lush: https://www.instagram.com/lush/
Cosmetics, L. F. (2019). Welcome To Lush Oxford Street. Retrieved from Lush Fresh Handmade Cosmetics: https://www.lushusa.com/story?cid=article_welcome-lush-oxford-street
Gilliland, N. (2018, January 26). How Lush is raising the bar for in-store experience. Retrieved from Econsultancy: https://econsultancy.com/how-lush-is-raising-the-bar-for-in-store-experience/
Helsen, K., & Kotabe, M. (n.d.). Global Cultural Environment and Buying Behavior. (6. Edition, Ed.) Retrieved from https://nscpolteksby.ac.id/ebook/files/Ebook/Business%20Administration/Global%20Marketing%20Management%20(2010)/Chapter%204.pdf
LUSH. (2019, January 30). Lush How It’s Made: Peachy Bath Bomb. Retrieved from Youtube: https://www.youtube.com/watch?v=KyXHpVbaaS4
Lushusa. (2019). Retrieved from LUSH: https://www.lushusa.com/story?cid=article_our-values-lush
Trotter, C. (2017, September 19). 30 things you didn’t know about Lush Cosmetics Read more: https://www.insider-trends.com/30-things-you-didnt-know-about-lush-cosmetics/#ixzz5eyGMqjJe. Retrieved from Insider Trends: https://www.insider-trends.com/30-things-you-didnt-know-about-lush-cosmetics/
Digital Corner 
Hi Benyapha,
Loved all that you shared, I am also a big fan of Lush. I really agree that you said, “The scent and the playful product inside will definitely cause you to stop walking and step into the shop.” I think it will be an important reason you walk into the store.
You mention the customers have to choose the product base on the smell and there are various scents in its products, do you think their digital channel (Online store) may not necessary?
Kind regards,
Twe
LikeLike
Hi, thank you for your comment.
I think, in the digital world, it is good to have more distribution channels. But, it’s quite challenging for Lush to sell their products online. Because of the decision of Lush’s consumer could be driven by the rational consumption and hedonic consumption. Although the customer’s decision can be rational and driven by the quality of the products which is natural ingredients handmade, most of customer seems to buy the products because of the sense marketing (scent, sight, sound, touch) that the company uses to promote the hedonic consumption.
LikeLike
Hi Benyapha,
Thank you for sharing a great topic! It’s interesting to see the dynamics of beauty products in both a digital and physical world. As a big fan of Lush, I have to say that the launch of Lush online store makes shopping more accessible and convenient, in other words, customers can shop any time of the day or night and don’t have to stand in queues in cash counters. Also, it is easy to access reviews from other consumers. However, there are two sides to every coin. I totally agree with you that the concern of Lush online store is around the inability to experience functional products fully. Besides, I think that personal selling in the physical store has an influential impact on customer emotions which lead to customer loyalty. Overall, this is an exciting post. I have bookmarked it and will definitely come back again!
LikeLike
Thank you for sharing your opinions, Lalita.
I agree with pretty much all of your points and really appreciate having your comment on my blog post.
LikeLike