The Perfume Shop Preparing for New Brand Engagement Campaign
As part of a revamp of its brand communications strategy, The Perfume Shop retail chain is currently gearing for the launch of its first loyalty programme in the second half of the year. It is also in the process of finding an agency to develop a new multi-channel brand campaign that will run across TV, press and digital in the run up to Christmas.
While the company previously focused on price promotions and products, its communications overhaul is now aimed at building deeper brand engagement.
Owned by Chinese group AS Watson and now the second biggest fragrance retailer in the UK, The Perfume Shop will now concentrate on communicating its "accessible luxury" proposition delivered by in-store fragrance experts.
The company currently operates 200 high street stores and has outlined plans to expand its store network by opening a further 50 branded perfume counters in Superdrug (which is also owned by AS Watson) outlets, following 11 trial locations.
Matt Walburn, Marketing Director for The Perfume Shop, commented: "We have greater market share than awareness so we want to fast forward to where people recognise us as a big retail brand. We've upped our marketing investment and we're trying to be clever with it."