Case study of Consumer behaviour

A Lush treat for the SenSeS

A visit to the Lush store is pure indulgence for the senses, and that's exactly what the store and its planners want its customers to expect, feel, and remembera rich experience that leaves the senses and the mind invigorated. Lush manufactures a range of cosmetics including soaps, bathing foams, bath oils, creams, moisturizers, massage bars, cleansers, makeup, perfumes, and deodorants. The company was established in 1994 in Poole, in the United Kingdom, to provide cosmetics that are fresh, natural, and fun. Today, Lush has 130 shops in 50 countries around the world and firmly adheres to its original philosophy. Lush was ranked as the fourth-best company in the United Kingdom for Customer Experience Excellence in 2014, while its closest competitor Body Shop was in 38th place. Lush is passionate about being fresh and organic, and this passion drives the company. Their products are made of the freshest organic fruits and vegetables, the finest essential oils, and safe synthesis. Their goal is clear and simple: they want to offer the freshest products ever. This commitment attracts the natural customer community and plays a vital role in how the company is perceived by its target customers. The company's appeal is further bolstered by a no-animal testing policy, environmentally friendly packaging and labelling, helpful and friendly staff, and a unique store design and ambiance. The Lush experience starts even before one enters the shop. The exotic, natural fragrances of Lush products can be taken in from a distance, and shoppers are naturally drawn to the store. Once inside, all senses come alive within a few seconds. The colorful, unwrapped products are displayed like food on market stalls. The soaps are sold as chunky blocks that look like cheese, the Bath bombs are piled up like fruit, the face masks are kept in cold pots in salad-bar type tables, and butter cream is arranged like cake. The unusual forms of the products and the creative stocking style grab the customer's attention, and their enchanting scents drives the consumer to look even further. The overall ambiance of the store is attractive and comfortable, with the walls and lighting creating a warm effect. The furniture is made of natural wood, and the flooring is done with natural stone that creates a very fitting environment for the fresh, natural products. The sounds in the store are a combination of background music and a market-type buzz created by the salespeople's active interaction and engagement with customers. The location of Lush stores is mostly near high-end fashion stores, enabling them to target the latter's high-end customers and communicate a premium image. Lush hires and trains energetic and happy people who interact with the customers as if they are taking to their friends, showing them the things they love and encouraging them to touch the unwrapped products and smell them. The salespersons offer free skin and hair consultations and invite customers for a live demonstration or even a hand massage. Lush carefully selects the words it uses on its labels, packages, store signage, Web sites, and advertising. The words "fresh," "natural," and "handmade" are used extensively. Labelling contains names of natural ingredients like chocolate, olives, sugar, cinnamon, coconut oil, and honey. The choice of words in different communications is creative, and this adds to its fun and green image; examples include the "Go Naked" campaign and the "Have a Sniff" point-of-purchase sign. The "Go Naked" campaign encouraged consumers to buy unpackaged products to help save resources that are wasted by over-packing products. More than 45 percent of lush products are sold naked; that is,without packaging. Similarly, the "Have a Sniff" sign next to the unwrapped products promotes the package-less style of Lush while also inviting customers to take in the scent of the products. DiSCuSSion QueStionS

CS 3-1 Based on your understanding of the perceptual process, discuss how Lush uses sensory marketing for its products and encourages its customers to process information.

CS 3-2 Are the decisions of Lush's consumers driven by a rational consumption appeal that uses the message of ethical, organic, fresh, and healthy products, or is itinfluenced by the hedonic consumption and the pleasurable multi-sensory experience they encounter in the stores?