The Fragrance Shop, the UK’s leading independent fragrance retailer, are celebrating success after the launch of their new Sniff Bars – a standalone perfume bar in prime locations across the UK. The new retail initiative has been designed to blend physical and digital for the consumer, allowing them to talk in person to a Sniff Bar consultant rather than via email or through live chat. With 15 more sites planned for 2019, the launch has been so successful with customer sales, trial and awareness that the fragrance retailer is now looking for new locations to host their hugely popular disruptive digital fragrance bars.
Designed to traffic stop offering excellent exposure for customers, the new initiative is seeing a 30% higher conversion volume compared to instore and it’s a great traffic stopper with 3.5 x more customers interacting vs instore. In fact, the new Sniff Bars are attracting 66% more new customers vs the retailer’s direct online channel and average transactions are over 15% higher than direct online and over 30% higher than a typical store average transaction.
The Sniff Bar was launched at the star-studded Global Gift Gala held at the Rosewood London towards the end of 2018. The annual charity gala was sponsored by The Fragrance Shop and attended by Eva Longoria, Victoria Beckham, Princess Beatrice, Amanda Holden, Olly Murs and Nile Rodgers amongst many others. It seems it’s not just celebrities who wanted to sample fragrances to take away their favourite scents, customers around the UK want to visit these digital pop-up stores themselves and purchase their own fragrances.
Sanjay Vadera, CEO of The Fragrance Shop, said: “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. 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 Sniff Bar will sell 100 products from brands including Bvlgari, Calvin Klein, Chloe, Diesel, Giorgio Armani, Gucci, Hugo Boss, Jimmy Choo, Marc Jacobs, Loewe, YSL & Paco Rabanne.
For anyone wanting to host a Sniff Bar by The Fragrance Shop, please contact Kam Birk, Property Director for more information.