The Fragrance Shop to open 19 new ‘Sniff Bars’
The launch of The Fragrance Shop’s in-store ‘Sniff Bars’ has been so successful that the retailer is now looking to expand the concept across the UK.
The firm first introduced the concept last year, designed to provide a space for customers to discover a range of designer perfumes and get expert advice. It said the launch has been very successful, attracting 66% more new customers than the online channel, and helping boost customer spending.
The company is now planning to open 15 new perfume bars this year, including new sites in Leeds, Birmingham and at Merry Hill shopping centre.
“Following a strong performance from our new Sniff Bars, I am looking forward to rolling out our new disruptive digital fragrance bars to various locations across the UK in 2019,” commented CEO Sanjay Vadera. “ We are currently looking for suitable locations and cannot wait for people to experience the variety and quality on offer, and the expertise of The Fragrance Shop team.”
Each fragrance bar will sell 100 products from high-end brands including Bvlgari, Calvin Klein, Chloe, Diesel, Giorgio Armani, Gucci, Hugo Boss, Jimmy Choo, Marc Jacobs, Loewe, YSL & Paco Rabanne.
It gives shoppers the opportunity to sample fragrances before committing to a purchase. The retailer said the new initiative is seeing a 30% higher conversion volume compared to in-store and that 3.5 times more customers are interacting with the product compared to in-store.
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