The Perfume Shop will this week launch a new concept store that puts the sensory experience of discovering new fragrances centre stage.
Shoppers at the new store, to open this week in Sheffield’s Meadowhall shopping centre, will be able to use in-store technology to discover new scents as well as personalising their purchases and receiving discounts when they recycle old perfume bottles.
The experiential approach is aimed at millennial customers who want help to find the right scent for them. Shoppers will be able to experiment at a central play table, using an interactive perfume wheel with scented sensors to create a sensory experience through touch and feel as well as small. Visitors will also be able to investigate new scents through a range of scented funnels attached to iPads where they can find out more about each perfume.
In a personalisation area, customers will be able to decorate their purchases with diamante, initial, gems, ribbons and more, while, for a small charge, they will be able to have names and messages engraved on their purchase. Gift can also be wrapped in personalised ribbon and giftwrap.
A chandelier in the store – designed for its Instagramability – features reused perfume bottles, highlighting a new recycling service that gives customers a 10% discount on the day that they bring in an old perfume bottle for specialist recycling.
Gill Smith, managing director of The Perfume Shop, said: “We’re so excited to launch our first ever concept store with sensory experiences to help customers discover a new way of choosing perfume. The store experience encourages customers to browse perfume in a new, innovative, interactive way putting our expert’s knowledge at the forefront, with technology and fun at the core of the sensual experience. We can’t wait to welcome our loyal and new customers and help them to reminisce and evoke their love of perfume.”
The Perfume Shop, part of the AS Watson group that also includes Superdrug, is a Top50 retailer in IRUK Top500 research.
The first 50 visitors on opening day, September 19, will qualify for a free goody bag.