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Titre : |
Lush retailing strategy to remain successful in an increasingly competitive green cosmetics environment |
Type de document : |
Mémoire |
Auteurs : |
Floriane VESIN |
Année de publication : |
2018 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Entreprise LUSH Management COSMETIQUE ET PARFUMERIE SECTEUR ; INTERNET ; MERCHANDISING
|
Résumé : |
The objectives of this seminar paper are to: (1) understand how Lush is driving purchases in-store; (2) analyze what distinguishes Lush in the competitive environment of green cosmetics and (3) provide some recommendations to Lush to continue to grow. The researcher implemented a qualitative research by conducting 20 semi-structured individual interviews on Lush customers. Findings show that: 1) Customers unanimously prefer going in-store to buy their cosmetics products than going online. Quality, efficiency and natural composition are the three main factors for buying a cosmetic product. The main influence for buying cosmetics is social media. 2) Lush has a really good image, the words natural, innovative, quality, fun are the most used to describe the brand. Lush stores offer a memorable experience thanks to an unusual merchandising, the opportunity to try products and relevant salespersons’ advice. However, Lush could tell more about the products as customers can be skeptical about their compositions. The first recommendation for Lush is to increase the perception of naturalness of the products explaining the list of ingredients and spotlighting them in-store. Lush could also simplify the offer to clear the stores. Then, Lush should take stronger and more impacting commitments to keep being ahead. The last recommendation is to be more visible on social media with sincere and relevant publications based on the naturalness of the products. |
Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
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