Customer Orientation in Lush Cosmetics

Running head: CUSTOMER ORIENTATION
Lush Cosmetics
Retail Customer Orientation
5/14/2019

CUSTOMER ORIENTATION 1
Table of Contents
Introduction................................................................................................................................2
Q1 Retail mix.........................................................................................................................2
Retail Mix of Lush Cosmetics............................................................................................2
Changes in the Retail Mix of Lush Cosmetics for New Zealand.......................................3
Q2 Consumer Buying Behaviour...........................................................................................3
Step 1 – Problem Identification..........................................................................................4
Step 2 – Information Search...............................................................................................4
Step 3 – Evaluation of Alternatives...................................................................................4
Step 4 – Purchase...............................................................................................................5
Step 5 – Post Purchase Behaviour......................................................................................5
Q3 Strength of In-Store Retailing..........................................................................................5
Q4 Design Elements of Retail Store......................................................................................6
Lighting..............................................................................................................................6
Strategy for Lush Cosmetics..............................................................................................7
Products without packaging or naked products.................................................................8
Strategy for Lush Cosmetics..............................................................................................8
Q5...........................................................................................................................................9
a. Communication Mix Techniques.......................................................................................9
b. Integrated Marketing Communication...............................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................12

CUSTOMER ORIENTATION 2
Introduction
The organizations that are customer oriented gives major priority to the satisfaction of
the customer at every business decision. Customer orientation is determined as the approach
to customer relations and sales under which company's employees are majorly focused on
supporting the consumer in meeting their wants and needs. Here, employees as well as
management line up their team and individual goals around nourishing and recollecting
consumers. The opposite strategy that is sometimes followed by the business is sales
orientation, under which the wants and desires of the employee or business are given major
priorities. The intent of this report is to discuss different customer-oriented approaches
adopted by Lush Cosmetics in order to support and assist customers in choosing the best
product.
Q1 Retail mix
A retail mix is determined as the marketing plan which is used to key aspects of the
business like location, personnel, goods, price, and services. It is also known as “6Ps”. A well
planned retail mix offers the retailer with a position in mix and support in distinguishing
themselves from the rivals (Azeem & Sharma, 2015).. Lush also focus on bio-degradable re-
cycled products and re-used bottles. The customer receives an incentive for returning back
the bottles of the company after use. The major strategy of the company is to regularly
involve innovation in order to entice new customers (Steen, 2017).
Retail Mix of Lush Cosmetics
Product – Lush Cosmetics is known in the market for offering natural handmade
body products. Lush produces products of cosmetic like shower gel, body wash, hair gel,
fragrances, and bath bombs, etc. as the key part of its retail mix. All these products of the

CUSTOMER ORIENTATION 3
company are considered as natural vegetarian handmade items which are popular in the
market as the unique quality (MBA Skool, 2019).
Promotion – There is a number of ways through which lush Cosmetics does its
promotion. Maximum of the promotion of the company is initiated through word of mouth by
its consumers that are why the company gives major importance to building strong
relationships with the customers. In addition to this, the company has also adopted offline and
online means of advertisement (MBA Skool, 2019). Moreover, the message strategy of the
company has been proved as one of the most successful promotional strategies through which
the company plans to target almost every potential customer.
Changes in the Retail Mix of Lush Cosmetics for New Zealand
Price – Lush cosmetics has adopted the strategy of premium pricing in order to sell its
unique products. All the products of the company are handmade and organic because of
which it charges high prices (MBA Skool, 2019). The company plans to maintain the quality
of its products due to which the price of the products increases. However, in the market of
New Zealand is already covered by some huge brands along with customer loyalty, which
leads to raising competitive boundaries in front of Lush Cosmetics. In order to deal with this,
the company must plan to change its pricing strategy and must offers products at prices that
could be affordable for the customers. This will also help in giving strong competition to
other operations.
Product – It is known that Lush Cosmetics is presenting targeting women due to
which it is not so popular in men's. In order to increase the share in the market and customer
satisfaction, it is recommended that Lush Cosmetics must get involving offering products for
men.