High street and shopping centre footfall may be in long-term decline, but beauty retailer Lush believes it can offer an experience that will drive customers in-store.
After a difficult few years marred by Covid-19 and the closure of non-essential stores, Lush believes it can move its profitability above and beyond pre-pandemic levels with a focus on developing its in-store experience.
The cosmetics retailer plans to strengthen sales with five new priorities, including a revamp of its store estate, more “meaningful” campaigns, and re-engaging with customers through events and YouTube.
Chief digital officer Jack Constantine tells Marketing Week about the beauty retailer’s plans to come off social media for the second time, why it has decided to make a stand and what went wrong the first time round.
Rather than dialling back its purpose work, Lush used the Covid crisis to ramp up support for grassroots groups and returned to social media more than a year after quitting Facebook and Instagram.
Supporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
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In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
