Lush Company: Marketing, Customer Relations, and Competitive Advantage

This report analyzes the marketing strategies and competitive advantages of the Lush Company. It examines how Lush attracts customers through appealing product presentation, ethical standards, and effective advertising. The report delves into specific strategies such as "shoppertainment," customer relationship management through email marketing, and the importance of hiring employees with excellent customer service skills. It also highlights the significance of online sales and pay-per-click advertising for growth. The analysis emphasizes Lush's focus on customer needs, ethical considerations, and the creation of a strong brand image to maintain a competitive edge in the market. The document also provides a detailed overview of the company’s marketing strategies and how they can be improved to enhance customer satisfaction.

Running head: LUSH COMPANY
The Lush Company
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1.The First segment incorporates that the customers to the lush are open minded and are always
looking forward to try out new things. The reason they buy products of Lush because due to the
smell and color. In this particular segment, Lush tried out amazing performance in making
products which are quite appealing and also proved to be quite effective (Lush.com 2017) The
Lush not only makes its products colorful but also the products gives stimulation to the
customers to buy the products instantly and also make sure that the products which are delivered
are smelling nice in order to make the customers feel delighted (Lush.com 2017; Lopaciuk and
Loboda 2013) Lush also at times, make their products in a more fashionable way which is
aligned with the traits of personalities which they look forward to link up the demands of the
customers (Lush.com 2017).
Lush even tries hard to make its product polish in order to make the products more desirable with
the mixture of color or clever description (Lush.com 2017). Lush keeps on mesmerizing the
customers by advertising that their products are considered to be the best choice. Hence, the
customers who are being stimulated by the pleasure of the Lush company can easily be
influenced by this kind of strategy and then immediately buy the new products.
The customers who favor Lush for their policies shows that the customers have faith in Lush in
order to understand their demands and wants. The customers who are really serious about the
environment of the society in order to render support to Lush in the campaigns organized against
the testing of animals or the damages of the environment (Gawer and Cusumano 2014). By
understanding the needs of this group of customers on the basis of their ethical standards, Lush
gave a moral meaning of their products in order to form a link with the customers. In this way

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the customers are not only attracted to Lush for the brand but also for the ethical standards who
can relate them with the Lush (Lush.com 2017)
2.Lush is a slow moving industry, therefore, it needs some of the best strategies to gain
competitive advantages in the market. The strategies include are
It is important for the Lush industry to think big by improving the relations with the customers
and setting out marketing strategies in order to expand the service of the Lush company by
attracting more customers and retaining relationships (Ferrell & Hartline 2012).
Lush Company can transform their corporation more bigger through the policy of
“shoppertainment” through the presentation of dummies or any kinds of marketing activities
which might attract the customers more in their shop (Baker 2014).
It has been surveyed that with the passing of every month, the customers lose their interest of
buying power by 10% (Baker 2014). A customer base is needed to be created and Lush must
contact those customers in order to encourage them to buy more products from them.
By collecting the email addresses of the customers in order to process out the customer
relationships, the company can take permission from the customers in order to send use their
email addresses to send them updates on a periodical basis and also notices to the clients by
following a list (Baker 2014). Email is a powerful and a marketing tool which is inexpensive in
nature. The customers can visit the website of the Lush company and there they can register their
email address to receive the special coupons which are to emailed to them. In this way over 700
email addresses can be collected for more than three days.

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It is important to avoid the personalities or the employees who can cost more company’s
money by chasing the customers away. In order to recruit the employees, the hiring recruitment
must be a strategic one and the people who can enjoy the servicing to the people. In this case, the
interview should be based on behavioral testing and this would increase the chances to hire the
good people more who can proved to be trustworthy and enjoy helping the customers with their
choices of products (Solomon 2014).
The Lush Company must start an online sale which growing really fast. The online sales would
help the customers to buy things by sitting at home. There are customers who want to avoid
crowded stores and also trying to shop outside for a longer period of time (Solomon 2014). The
company can come up with an audit about what are the services and the products that can be
offered online.
The company who are slow growing can make their advertisement through the pay per
click advertising which would ensure the company that it would be visible on the websites and
attracting customers at the door (Solomon 2014).
The local news papers and media are the important forms of advertisements which can
increase the popularity of the Lush Company more or the attraction of the Local media is
important to give importance to the Lush Company.

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References
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Ferrell, O. C., & Hartline, M. 2012. Marketing strategy, text and cases. Nelson Education.
Gawer, A. and Cusumano, M.A., 2014. Industry platforms and ecosystem innovation. Journal of
Product Innovation Management, 31(3), pp.417-433.
Łopaciuk, A. and Łoboda, M., 2013, June. Global beauty industry trends in the 21st century.
In Management, Knowledge and Learning International Conference (pp. 19-21).
Lush.com. 2017. Lush Fresh Handmade Cosmetics. [online] Available at: https://www.lush.com/
[Accessed 21 Aug. 2017].
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.