The Fragrance Foundation Academy: How To Sell It! took place in London last week. Michael Sheridan, our co-founder and Chairman sat on a panel with representatives from Harrods, QVC and Google, to discuss fragrance retailing. When designing a retail experience, we invest in the consumer experience. Before we do any design work, our retail strategy team do a lot of research to ensure brands we work with can create something that is innovative and most importantly, resonates with the target audience.
So when asked what creates a successful retail concept, elevating the experience was the key overarching message. Here we digest three tips from the event:
Combine fragrance and flavour. This isn’t necessarily new, but the two worlds complement each other and can create an interesting dialogue in store.
Playing with these boundaries, UK-based distillery Silent Pool and barbershop brand Murdock London collaborated in January to launch the Murdock Cocktail. The consumer was able to contextualise the scent through taste as the cocktail reflected the notes of Murdock’s Black Tea Cologne.
Similarly, L’Occitane offer consumers macarons that depict the scent of their perfumed products in their Regent St flagship. Being a French delicacy, this brings the brand story to life as well as emulating the scent.
Glossier built a cult following on Instagram. With over 1m followers, the brand could rely on this platform to drive traffic to their fragrance pop up that launched in New York last November.
Founder Emily Weiss was inspired by the theatre, magic shows and performance art. The pop-up itself was highly experiential and this translated into a design concept that mimicked a fashion boudoir with extravagant mirrors.
The space was the essence of cool. People want to buy equity in that cool factor. The store was an Instagrammer’s heaven. Fans, and we say fans purposefully, wanted to take pictures and post online just to show they had been there. But additionally, the reference to wider culture is what has empowered this store design to be innovative. With any great design, looking towards other industry sectors can foster retail experience that cultivate something new, exciting and compelling.
Inspired by the flower market that is iconic to the store’s location, Floral St, Covent Garden opened their doors at the end of 2018. The staff are known as floristas, and they take consumers on a journey through a series of questions that reflect their favourite colour, mood and smell. This creates a customer journey that is personal.
We have been seeing this tactic in other forms of retail. Most notable includes ecommerce travel brands including Eurostar and Ebookers. Dubbed as ‘sensesational’, Ebookers created a questionnaire that used facial recognition and invited consumers to explore a series of sounds,
pictures and tastes to find a holiday location that suited their personal preferences. The power of personalisation alludes to emotive engagement, which allows brands to generate meaningful connections with consumers.