Online drives The Fragrance Shop’s festive like-for-likes

The Fragrance Shop Sniff Bars
// Like-for-likes up 3.6% over crucial Christmas trading period
// Sales underpinned by strong online growth and new customer experience initiatives

The Fragrance Shop has enjoyed a buoyant festive period, with like-for-like Christmas sales up 3.6 per cent year-on-year thanks to a surge in online sales.

For the six-week period ending December 29, the perfume retailer experienced growth of 19.3 per cent online, which was underpinned by a 28.7 per cent uptick in Black Friday sales.

The retailer attributed its festive season performance to “strong collaborations” with brand partners, and said luxury continued to be the fastest growing segment with Dior and luxury gift sets driving sales.

The Fragrance Shop also credited its new Sniff Bars customer experience initiative, which customers to sample and purchase fragrances in a series of pop-up locations around the country.

The bars comprised of a “3D edit” of the website where customers can talk in person to a fragrance expert rather than talking in email or live chat.

“Following strong Christmas 2018 trading figures it’s clear fragrance continues to hold timeless appeal as a gift for loved ones or as a treat for customers themselves,” The Fragrance Shop chief executive Sanjay Vadera said.

“Feedback has also shown our customers value our approach that combines competitively priced luxury fragrances, extensive choice, with an expanding store portfolio and new customer initiatives, delivered by our fantastic store teams.

“As a company it’s important we continue to delight customers and provide them with a convenient way to shop that meets their needs.

“Our Sniff bars are a great example of how we have combined the retail and digital in easy to access locations.

“In 2019 we will continue to innovate and create interactive and immersive experiences for our customers.”

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