KPMG Nunwood

UK Customer Experience Excellence Analysis 2017


2017 UK Non-Grocery Retail

The cosmetics retailer Lush takes fifth position in this year’s CEE, retaining its place in the UK top 10. Visitors to Lush stores know that they are going to be treated as individuals; the brand excels at giving shoppers personalised attention, suggesting items that are suited to their specific needs.

This desire to relay accurate and helpful information is reflected in its Lush Connect app. It’s part of the company’s long-term vision to connect all of its employees and customers globally, helping to create a sense of community around the Lush brand. “At the core it is a bit like LinkedIn meets Facebook,” the company says. “You can create a profile, say who you are, where you work, where you have worked, and you can say what your skills are, what your passions are - all of those things, and then you can connect with other staff in and outside your team and country.”[1]

This initiative is rooted in Lush’s core principles. In the early days of the brand, customers were invited to send their own thoughts and ideas via the letters page in the Lush Times, whilst also enjoying access to the company’s co-founders on internet forums. This dialogue has now migrated to social media, where similar conversations relating to products, and advice on how to use them, are currently taking place. On these platforms - and elsewhere - Lush regularly demonstrates that it is a retailer that understands the importance of its customers' event-based experiences, such as 'bath time' or 'me time,' and provides products and interactions that are appropriately connected.

The retailer is also known for its strong ethical values and moral code. Lush believes in buying ingredients only from companies that do not commission tests on animals. It also favours fresh, organic fruit and vegetables, as well as “the finest essential oils and safe synthetics.” These qualities help customers in their perception of the brand as one that is trustworthy, aiding Lush’s score in the pillar of Integrity.[2]



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