KPMG Nunwood

UK Customer Experience Excellence Analysis 2016


UK 2017 Non-Grocery Retail

Lush, the purveyor of aromatic soaps and cosmetics, takes third place in this year’s CEE. And as with its products, the sweet smell of success is a fragrance that Lush has worked hard to achieve.

The retailer is one that was formed on staunch moral and ethical values. For example, the company is vociferously opposed to animal testing, and it shows great concern to environmental factors such as pollution and global warming. This can usually be seen in the way it packages its products – or not, as the case may be, as Lush champions an initiative known as Naked Packaging, where customers are able to purchase certain items in their purest, unsealed state. When packaging is in evidence, however, Lush takes great pride in it, and shoppers can often see the face of the individual who handmade their product on its associated label.

Consequently, shoppers place a great degree of trust in the organisation, and this is reflected in its score in the pillar of Integrity. Indeed, Lush adheres so diligently to its principles that it has moved a significant portion of its operations overseas. According to its owner Mark Constantine, this was a response to the recent Brexit vote, with 58 per cent of people in Lush’s hometown voting to leave the European Union. As a significant number of the brand’s employees do not have British citizenship, it was felt that these employees were no longer welcome, so Constantine gave them the option of moving to Dusseldorf instead, where the company’s global exports will now be produced.

And whilst some people may consider these actions a little extreme, they do reinforce the brand’s zest and passion, and this is something that customers invariably experience first-hand. Typically, an arrival at a Lush outlet is a very memorable experience. Employees make the effort to engage shoppers individually, discussing their needs and recommending the best products accordingly. This type of consultative approach demonstrates a strong sense of Personalisation – undoubtedly one of the organisation’s greatest strengths. Furthermore, Lush endeavours to understand the various personality types of its customers, categorising them as either Assertive, Analytical and Amiable, before deciding on how best to approach them.

This quality of experience was witnessed by one particular shopper, who stated: “We celebrated my daughter’s birthday with a visit to Lush and had a wonderful time. They went out of their way for us and made the birthday girl feel incredibly special – she has great memories of that day.”

It would seem, therefore, that few customers leave a Lush store disappointed, and the brand’s close attention to detail, together with its ethical principles, have undoubtedly helped the brand to retain its top 10 ranking.

Company Profile

Here at Lush we have never liked to call ourselves an Ethical Company. We find the term rather a difficult concept, because it seems to us that it is used to describe companies who try not to damage people or planet with their trade practices – when surely this should not be regarded as ‘ethical’ but as normal business-as-usual.











Time and Effort