the rise of the experience web: how lush dramatically increased online sales
DESCRIPTION
This is a case study about Lush and how they set about to Connect with the Connected Consumer by leveraging open source.TRANSCRIPT
LUSHHow LUSH Dramatically Increased online sales
the rise of the experience web:
Unified platform to manage content, commerce & community
Multi-lingual and global support
Rich customer experience at all levels of engagement
Powerful content curation and customer service experience
Design not inhibited by technology
choosing the platformWhat LUSH needed
Mobile first not good enough
Responds based on size
Live pattern guide (no wire frames)
Modular content approach
Beautifully Responsive
“Our bottom line isn’t always the driving factor. We want to educate about cosmetics.”
Andy Russell, Creative Director
Unconventional wisdom
Product pages rich descriptions
All ingredients listed with several featured & key ingredients
Related sourcing stories
Storytelling
Content Commerce Community
Never afraid to stand up for beliefs
Provides a platform and voice for campaigns LUSH believe in
Campaigning
Personalised Order history Reviews and comments Order tracking Wish list & inc. public (buy me…)
Customer Experience
Reviews are real and uncensored
Authentic
• Live social feeds # and @ • All shop pages managed by
manager • Shop’s own twitter, facebook &
Localized content
Behavioural recommendation
Kitchen brings manufacturing to the heart of the consumer, through the power of digital, with ‘live’ prepared products available to order online.
Cooking up a storm
Live Google hangout / YouTube
Interactive experience during and after
#saturdaykitchen
#lushkitchen
All Kitchen orders get Polaroid of their products being created.
Connecting experience
Customer services can, for whatever reason, give a little extra free.
Random act of Kindness
Lush love
• Lush Brazil - launched Sept 14 • Lush Japan - launched Oct 14 • Lush EU - in progress - a single
platform to replace 26 country website.
Global Roll Out
BEHIND THE SCENEScreating the site
Making the experience seamless
• Image management
• Global CDN optomisation
• Payment management
• Customer & Order management
• Powerful content curation
Content and Commerce Management
DIGITALIZATIONtransforming from the inside
“Our customers expect to engage with us instantly through a myriad of digital and social platforms, and the expectations of the business on us have never been higher.
These new technologies and new channels require us to transform not only what we do, but how we do it”.
Caroline Taylor, CMO, IBM Europe
BARRIERS: SILO’S
The shift you need to be ready forTraditional Information Technology
Siloed teams with different solutions delivering disjointed experiences
Disciplined (slow) processes for building and deploying digital experiences
Proprietary solutions whose technology evolves too slow
On-premise infrastructure with rigid & costly capital expenses
New Business Technology
Integrated teams with a shared solution delivering unified experiences
Agile (fast) process for building and deploying digital experiences
Open Source solutions that evolve at the speed of the web
Cloud-based infrastructure with flexible and lower cost operational expenses
