Making data-driven business decisions
MissionLUSH is a cosmetics company founded in 1995 and headquartered in the United Kingdom. Today, LUSH has over 900 stores in 51 countries, and invents and manufactures all of their own products which are 100% fresh and handmade. LUSH use natural ingredients, fresh fruit and vegetables, essential oils, honey, and beeswax as key components in their products. The company has been present in Sweden since 1997, and currently operates nine stores from Luleå in the North, to Malmö in the South, as well as online. All LUSH stores globally capture foot traffic, but the decision on which technology to use has been left up to the individual countries. In the beginning of 2014, LUSH’s nine Swedish stores replaced their existing footfall system and implemented AXIS People Counter with reporting system.
SolutionLUSH operations in Sweden were concerned with the accuracy of the previously installed visitor counting system, and also felt that data could be potentially manipulated. Distrust in the output from the system, led to focus on the number of transactions, which in turn did not really provide any measurement of the customer service level and the right customer focus. The management at LUSH Sweden had a strong desire to measure customer flows, conversion rates, sales per hour, efficiency, and effectiveness in the store in a better way. LUSH is a large company today, but entrepreneurship still lies at the heart and spirit. The Swedish operations were quick to make an implementation decision once the solution had been presented. Within a matter of a few weeks, all stores had the AXIS People Counter up and running in conjunction with the reporting system which captures and analyzes the data over time - the era of increased transparency had begun.
Result“We monitor the daily store results down to hourly units. The full benefit of the solution became apparent with completely comparable data after a year, and we see clear trends and patterns and have therefore gained benefits in staff planning, which is great,” John Ramberg, Business Manager at LUSH, pointed out. A little over a year after the successful implementation, LUSH took the next step to empower the store managers by rolling out a globally renowned business intelligence and visualization tool. This tool enables LUSH store managers to monitor sales in shops throughout the company, promoting a positive feeling of competition amongst colleagues. Sweden is the second country in line for rollout after the United Kingdom. Scott Silverthorn, head of reporting and data services at LUSH Digital, explains, “Experience has shown that our shop managers respond very well to increased data access. They take their figures very seriously – they look at conversion rates and buying behavior and take action if it is lower than expected, like for example by providing training of staff. They also speak to their colleagues and exchange learnings.”
Related linksAXIS People Counter