UK and Ireland based specialist perfume retailer The Perfume Shop today opened a new concept store, located at London's Westfield Stratford City shopping centre. Breaking from the retailer's usual counter centric layout, the concept store features an open planned space, which has been designed to encourage consumers to trial perfumes and to enable greater interaction between the in-store team and their customers.
Technology plays an important role within the new-look The Perfume Shop, with digital screens replacing advertisement posters. The sales team will also use iPads to engage with consumers and to demonstrate the retailer's Michael Edwards training app, which helps people discover the best perfumes for them.
The store also houses a dedicated consultation area as well as a gift wrapping area for peak gifting periods. In addition, the store design can be easily modified; for example, display areas can be erected during busy launch periods, or the space around the digital screen area can be used to support new fragrance launches.
Jo Walker, Managing Director of The Perfume Shop, explained that the new, barrier free in-store layout provides consumers with a greater level of choice. “When customers come in looking for a gift, some want to browse, some are looking for advice and some are 'let me have a look around and then I'll come back to you' – what we've done here is give them the option of self selection,” she tells cosmeticsbusiness.com.
The Perfume Shop plans to open two more concept stores between now and Christmas. The locations have not yet been announced, but Walker said that one would be larger and one smaller than the Westfield Stratford concept store.
