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audit
Introdution
Lush Retail Ltd is a British cosmetics store established in 1995 (Lush, 2023). Since then, Lush has been a pioneer in the cosmetics industry. From its humble beginnings to the invention of bath bombs and other novel, creative products to its opposition to animal research and
involvement in ethical campaigns, the company has gone a long way. (Lush, 2023).
Lush's current target market is young, achievement women between the ages of 20 and 35 who seem to want eco-friendly products. (Newmediadl, 2014). They operate on several social media platforms to promote and deliver product information to consumers, among them more
than 180K followers on Twitter and around 640K followers on the platform Instagram (Social Blade, 2023).

KEY DIGITAL DRIVERS

Digital marketing is the use of digital technology and media to the achievement of marketing objectives (Chaffey & Smith, 2017). According to statistics in January 2022, 5.31 billion people are using mobile phones out of a total of 7.91 billion
people and 4.95 billion people are using the internet - accounting for 62.5 % of the total global population (Datareportal, 2022). Due to the huge amount of internet usage, the number of people active on social networking platforms has been
recorded to be 4.62 billion people (ibid).

Seeing benefits and the need to catch up with the time, Lush has also applied several important digital marketing activities. Promotion campaigns continuously, providing convenient shopping services on unlimited media (Muinos, A., Pottier,
A., nd). It is because of these things that collectively create an invisible pull to help customers get closer to the brand. Instead of traditional marketing with only one-way interaction, when using digital marketing, consumers will participate in the
community and social interaction. This makes the interaction between the customer and the brand easy and convenient anytime, anywhere (Chaffey et al., 2016)

The 6 I's of Digital Marketing: Dave Chaffey and Fiona Ellis - Chadwick, 2016
Interactivity enables users to interact
Intelligence
Integration
Individualisation: can be tailored to Independence of Location: maybe known
with the website more deeply. For example, as selling into foreign markets is now
the individual at relatively low costs
when you visit Lush’s website, you will Intelligence: means digital media and conceivable, which may not have been viable
(ibid). Technology can be applied to
immediately see a prominent “Search and technology provide a low-cost service but in the past. Without local sales or customer
target and personalize customer
Shop” toolbar at the top of the page. Right Integration is a form of multi-channel
brings huge efficiency in marketing. Lush has a communications to ensure relevance service personnel, it is possible to sell to a

Industry
below, a line of featured product categories marketing in which internet resources can
special service right on their website homepage across all media. For example, the nation via the Internet (ibid). Lush sells their
is listed to make it easy for you to find the support offline purchasing decisions and act
which is “Live chat”. Instead of having to call or products on their website, which makes

restructuring
customer receives recommendations in
products you want such as new products, as a direct response to promotional materials
search for product information on their own, their emails based on previous getting its products to market very good.
new collaborative events, etc. In addition, and commercials (ibid). For example, Lush has
customers can connect directly with Lush purchases on Lush’s website. Customers will not need to go to the store to
Lush also allows product buyers to write been popular in social media, particularly on
through “Live chat” and receive an immediate buy offline, but now they can sit at home and
reviews about their experiences right below Instagram and Youtube. Through social media, Industry restructuring is the process

Individualisation
response from customer care (ibid). Thereby, search on the internet. By selling products on
the product sales page, this way Lush has customers share their stories and act as brand through which a corporation adapts to
collecting customer feedback and improving the an online platform, they also save a lot of
been able to interact with customers more ambassadors. Social media word-of-mouth has changes in the industry. (ibid). Lush
brand’s products and services (ibid). money in renting space and employees.
easily by replying to those reviews. helped the company gain recognition, implements a “Disintermediation” policy,
especially because of the playful and
Independence of they only sell their products on the official

Interactivity enjoyable aspects of its goods like the balls of

bath (Muinos, A., Pottier, A., nd). Location
website without a store on e-commerce sites
like eBay or Amazon.
_LUSH, 2023_

DIGITAL TOOLS AUDIT

1, Website: Annmarie Hanlon, 2019 and Charles F. Hofacker, 2001: 2, Social Media: Annmarie Hanlon, 2019 and Mast, 2011:
The Website is one of the tools from the Digital Toolbox that Lush uses (ibid). The purpose of the website is to provide information about the Social media is the facilitation of interactive, networked, marketing at the organizational, peer-to-peer, and personal levels (Hanlon, 2019). Realizing the
organisation to its consumers (ibid). For example, Lush has an informative page on who they are, their value and impact, and what they give their important and powerful influence of social media in the present and future, Lush has official accounts on platforms such as Twitter, Instagram, Youtube, and
customers so that they have a great experience (ibid). Customers can browse and shop online as a vital feature of the website. That utility has been Tiktok all verified as well as a steady following.
done quite well by Lush when building product images that are direct links to the product and also public reviews right below to help customers have a
more objective view of the product. *3 steps to Social Media Engagement:
- Engagement: By using social media, Lush reaches more customers (ibid). For example, on Youtube, the Lush’s

*5 stages of Information Processing (Hofacker, 2001): videos have regular views and the content is also very diverse and useful. Lush created hashtags related to its

- Exposure: Ensuring that a website visitor is exposed to it for a sufficient amount of time to brand and encouraged consumers who purchased the product to share their experience using the product on

absorb the content (ibid). When visiting Lush's website, eye-catching designed images are social media and add hashtags. Through the expertise of other users on social media platforms, customers can

instantly displayed. That makes customers strongly influenced by visual factors and arouses learn more about Lush (Machado et al, 2016). Customers can add to brand-related material through comments

excitement inside consumers (ibid). (Shu & Chuang, 2011).

- Attention: When users are visiting a website, physical elements like motion and intensity draw
their attention (ibid). Lush has succeeded in capturing the attention of customers on the website - Listen and measure: By applying "Sentiment Analysis" to analyze customers' opinions, attitudes, and feelings

by designing the background with striking and contrasting tones such as yellow with white, and about products and services, Lush has promptly given reasonable feedback to consumers (ibid). For example,

pink with black pairs. In addition, Lush also uses eye-catching fonts and an easy-to-see design when consumers complained on Twitter, Lush didn’t hesitate to publicly reply and thank the person who

that won't be confused when customers visit the brand's website, etc. commented with a positive and welcoming attitude.
_Lush, 2023_
_Mast, 2011_
- Comprehension and perception: How website users interpret the stuff there (ibid). Lush has
done a great job of segmenting its product portfolio and organizing it logically. When customers Although social media bring many benefits to marketing, the global Lush brand turned its back on Instagram, Facebook, TikTok, and Snapchat as of
visit the website, the product categories will appear in order such as bath products, hair care, November 26, 2021, until the platforms take steps to create a safer environment for users. This policy is being implemented in all 48 of the nations where
subscriptions, shower products, etc. In each of the above categories, right below there will be links Lush does business. Instead, to increase brand presence as well as provide information about its products, Lush has focused on developing two platforms
to products related to it like in bath products we will have bath bombs and bubble bath bars, etc. Twitter and Youtube (Lush, 2023).
- Yielding and acceptance: Make sure the people who visit your website embrace (have faith in,
trust in) your information so they will stay on your site or move on to the next phase (ibid). By
accessing the website quickly and the website always at the top of the search, Lush has built
customer trust on the web.
- Retention: Ensuring that visitors remember and visit your website again (ibid). For example, youtube.com/@LUSH twitter.com/LushLtd instagram.com/lush/
Lush has deployed a monetary incentive by designing a headline "Free standard shipping on
orders over £45+" right at the top of the website so that when customers first visit this
information will be displayed receive immediately.

MEASUREMENT TOOLS RECOMMENDATION

Semrush is one of the metrics we can use to gauge Lush’s website. Semrush will help us evaluate the effectiveness of A recommendation that can help Lush improve their website is to enhance its usability through search engine optimisation
Lush's website based on thematic reports on crawlability, HTTPS, site performance, internal linking, and internal linking (SEO). This is the process used to increase the position of the company in search engine result lists (Chaffey et al, 2016). Through
(Semrush, 2023). Site Performance reaches 92% with Page (HTML) Load Speed is quite fast, about 55% has time from 0 to analytics technology, the site scored 87% on site health. It was found that 125 images don't have alt attributes (Semrush, 2023).
0.5 seconds showing results (Semrush, 2023). According to crawl depth analysis, 0% of pages with more than 3 clicks. Lush Search engines use the alt attributes contained within “IMG” tags to comprehend the contents of your pictures, if you ignore
has optimized the customer experience of its products and services on one page. For example, with the best-selling product them, you might lose out on the chance to get a higher placement in search results (Semrush, 2023). It is strongly recommended
page, Lush presented both product information as well as writing experience reviews on the same page (Semrush, 2023). that for each picture on your website, add a pertinent alternative attribute inside an "IMG" tag (ibid). Moreover, through analysis,
However, According to Semrush's analysis recorded in February 2023, the number of visitors, as well as unique visitors of it can be seen that Lush has up to 74 pages with a low text-HTML ratio. Search engines have begun focusing on pages that contain
Lush's website, also decreased significantly when the number of visitors decreased by 23.31%, unique visitors decreased by more content so I suggest you can split your webpage's text content and code into separate files and compare their size (ibid).
15.02% and the bounce rate was 68.47%, up 2.49%. _Semrush, 2023_
Several recommendations that can help improve Lush's social media standing
To evaluate whether a social account is effective, we need to consider views, are focused on two main social media, Youtube and Twitter. For instance, leveraging
followers, and interactions on posts. We can also evaluate the effectiveness of social media influencers is one way to bring the brand approach more consumers. The
Lush’s social media using Social Blade. For example, on Youtube Lush has more beauty industry already has a strong influencer culture, and Lush is uniquely suited to
than 173K followers, views also increased steadily, and video views for the last 30 leverage this trend. Lush could work with influencers who share their values and
days reached 131,504k, up 17.8% (Social Blade, 2023). The number of new beliefs to promote their products and reach new audiences. In addition, Lush should
subscribers on the Youtube channel is almost nonexistent, according to Social develop storytelling content. Lush has always had a strong brand story, which they
Blade, the total number of subscribers from mid-December 2022 to early April could use more effectively on social media. By using social media to tell the story
_Social Blade, 2023_ _Social Blade, 2023_ 2023 is zero ( Social Blade, 2023 ). Besides, Lush on Twitter also fell into a similar behind their products and the materials they use, they could connect with users on a
situation. The number of tweets for the last 30 days increased by 22.7%, but the number of unfollowers reached more than 700 accounts, and the number of new followers was almost nonexistent more personal level.
(Social Blade, 2023).
It is clear that Lush has not fully utilized its website and social media platforms to increase its brand awareness.
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