The Fragrance Shop is celebrating the success of its new stand-alone Sniff Bars with the roll out of a further 15 concessions.
The retail initiative is designed to blend the physical store with digital concepts of shopping fragrance, by allowing customers to chat to consultants in-store rather than via live chat or email.
Customers can then have their selected fragrance delivered to a location of their choosing.
Alternatively, customers can pick up a QR code of the scent and scan the product using a smartphone to purchase via the website.
Since its launch at the end of 2018, the retailer has attracted 66% more new customers than through its direct online channels.
Meanwhile, its conversion rate is 30% higher compared with in-store shopping.
The company has now planned to open 15 more stores in 2019 across the UK, including Birmingham and Leeds.
“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,” said CEO Sanjay Vadera.
“We are currently looking for suitable locations and cannot wait for people to experience the variety and quality on offer, and expertise of The Fragrance Shop team.”
Each Sniff Bar will offer 100 products across Bulgari, Calvin Klein, Chloé, Diesel, Giorgio Armani, Gucci, Hugo Boss, Jimmy Choo, Marc Jacobs, Loewe, YSL and Paco Rabanne.