“The growth of e-commerce has forced traditional brick-and-mortar retailers to respond.” (Philip and Kevin, 2012) As two leading brands in beauty product industry, The Body Shop & Lush perform well in their retail shops. I am interested in exploring their strategies to strengthen the marketing position.
The beauty industry helps people to improve their appearance. Nowadays, far more than cosmetics and skin care products, the beauty industry encompasses a wide range of products and services, and franchising plays a major part in bringing them to the consumer. (Franchise Help, 2012)
I choose Experiential Marketing as the framework to analysis. The beauty industry is closely related to people’s emotional life. Meanwhile, creating experience is becoming a key competition mean for the leading-edge companies. (Pine and Joseph, 2011). Figure [ 1 ] The Framework of Experiential Marketing
Figure [ 1 ] The Framework of Experiential Marketing
Experiential Marketing could be used to holistically analyse brands’ marketing behaviours that integrate a broad spectrum of design elements to communicate with customers and influence their loyalty and purchase decisions. (Schmitt, 1999) As Hollins said, “It is often the complete experience that now determines a brand or organization’s overall quality rating in the mind of consumers.” (Hollins, 2011)
Marked by two key strategic concepts – strategic experiential modules (SEMs) and experience providers (ExPros), Experiential Marketing could evaluate all types of customer experiences comprehensively and help the brands to deliver holistic experiences as a powerful way to communication.
Both of these two brands do not supply any other retailer so their products are only available in their own shops and websites. So I will take this two experience providers to analyse how the two brands get their customers to sense, feel, think, relate...