RTIH’s Secret Shopper returns: Rituals Cosmetics nails in-store experience but falls down online

As a long time Rituals customer, I’ve always held the brand in high regard. In fact, I would go as far as to call myself a loyal customer - someone who has spent far too much money in-store, indulging in the luxurious products and flawless in-store experiences Rituals has become known for.

For years, I would have easily given the brand a five-star rating. But recently, after a disappointing online experience, I’ve had to slightly rethink my glowing praise. While Rituals still remains one of my favourite places to shop, this small hiccup has left me with a bittersweet taste.

The in-store experience: A luxurious escape

Let’s start with the positive, because, for the most part, Rituals deserves a lot of praise. The in-store shopping experience is nothing short of spectacular. Walking into any of its store feels less like popping into a high street shop and more like stepping into a well-designed sanctuary.

The store layouts are elegant, the air filled with soft, delicious scents that are never overpowering (I’m looking at you, Lush), and the staff are nothing short of delightful. They don’t just help - they know the products inside out and take the time to understand exactly what you need as a customer. It feels personal, attentive, and frankly, a bit of a luxury.

I’ve shopped in Rituals stores across the UK and beyond, from my local branch in Bromley (where I can't speak highly enough of the friendly and well trained staff), to the outlet store in Ashford, the Lakeside branch, and even a location in Hamburg. Every single time, the experience has been impeccable. Whether I’m popping in to buy a gift or treating myself to a new body scrub, I know I’ll leave feeling satisfied and valued as a customer.

The design of the stores contributes greatly to this experience. Inspired by mindfulness and calm, the layout and design of each Rituals store is meant to make shopping feel more like a journey than a transaction. According to the team behind their store aesthetics, the space is created to offer a "sensory experience" that aligns with the Rituals philosophy of wellbeing.

It’s clear that every detail, from the lighting to the product placement, has been meticulously thought out.

Tech and customer experience: a modern twist on luxury

What I’ve also always loved about Rituals is the way they seamlessly incorporate technology into their stores without losing that luxurious, human touch. Rituals is not just about old school pampering - they use tech to make the shopping experience smoother and more engaging.

With their in-store iPads, Rituals employees can instantly access customer profiles, product histories, and recommendations. It’s all designed to enhance the customer experience by providing more personalised and efficient service.

This combination of luxury and technology creates a modern retail experience that many brands could learn from. It feels both intimate and convenient, a balance that’s increasingly hard to find in today's retail landscape.

The My Rituals loyalty programme: one of the best around

Rituals doesn’t just stop at offering a great in-store experience. Their My Rituals loyalty programme is another reason I’ve been a long-standing customer. I’d go as far as to say it’s one of the best loyalty programmes out there.

Members gain access to special offers, free gifts, and free shipping on orders over £35. I particularly love the monthly gift-with-purchase offering - spend £45, and you’ll receive a high-quality product from their range, which changes monthly. Over the years, I’ve collected body washes, room scents, and bath oils, all gifted to me for simply making my regular purchases.

For instance, this month’s gift is a travel-sized version of their Fleurs de l’Himalaya fragrance, which retails at £18.90. Spend a bit more - say £70 - and you get a “premium gift,” like the Savage Garden hand wash, which normally costs £14.90. It's a great way to try new products and feels like you’re getting a little something extra each time you shop.

Beyond the tangible perks, My Rituals also gives you early access to new products, special sales, and free shipping. For a loyal customer like myself, it adds an extra layer of appreciation, and I’ve certainly taken full advantage of it over the years.

The (almost) flawless five-star experience

Up until recently, I wouldn’t have hesitated to give Rituals a glowing five-star review. However, a recent online shopping experience left me slightly disappointed and has made me reconsider just how flawless their customer service is, particularly in the online realm.

I was purchasing a deluxe gift box for a family member’s birthday, and since I’d spent over £70, I was eligible for both a gift and a premium gift through the loyalty programme. The problem arose when I realised there was no option to exclude these free gifts from the package being sent directly to my family member.

One of the free gifts wasn’t appropriate for the recipient, and I didn’t want it included with the gift. Unfortunately, I was unable to indicate this preference during the checkout process, which was frustrating.

Determined to resolve the issue, I immediately contacted customer service after making the purchase. Given my history with Rituals, I expected nothing but exceptional service. Alas, I was disappointed. The customer service agent informed me that there was nothing they could do to prevent the free gifts from being included. I asked if I could pick up the gifts in-store instead - again, I was told no. I requested that the free items be sent to me separately, but this, too was denied.

To make matters worse, the agent then informed me that there was no way to cancel the order, even though it had been less than ten minutes since I’d completed the purchase. This was the most surprising part for me. I had always assumed that Rituals, given their impeccable in-store service, would have a more flexible and understanding approach online.

The entire interaction left me feeling frustrated and undervalued as a customer - something I had never felt from Rituals before.

Final thoughts: a slight dip in an otherwise luxurious experience

In the grand scheme of things, this issue wasn’t earth shattering, but it certainly dented my loyalty. For a brand that has been such a staple in my life, it felt like a significant misstep.

While I still adore Rituals and the vast majority of my experiences with them have been positive, this small hiccup has made me reconsider just how flawless their customer service is - especially when shopping online.

Some of that loyalty has dissipated, and when I recently wanted to get some bath oils and other indulgent bits, I walked right past Rituals and into the White Company instead. That’s something I never thought would happen.

For now, I’m giving Rituals a four-star rating. The in-store experience remains impeccable, their loyalty programme is one of the best around, and the majority of their products are high quality and beautifully presented. However, their online customer service needs improvement, and this experience has left me feeling a little less inclined to visit my local branch as regularly as I used to.

So, while I still highly recommend Rituals, I hope they learn from these smaller issues and regain the trust of their loyal customers like myself. It’s a near perfect brand, but as I’ve learned, even the best ones have room for improvement.