Fresh from enhancing its brand-related retail media capabilities, The Perfume Shop has now implemented the first phase of its Store+ app initiative for customers. 

Designed to enhance the shopping experience and make it easier for customers when it comes to making an informed perfume purchase, the enhanced app’s been launched in response to its own extensive customer and market research, it said. 

Specificially, it identified that 72% of its customers often require further additional information and services when in-store, with 58% of them regularly searching for social content, tips and reviews when it comes to selecting a perfume.

So the upgraded Store+ app service aims to provide just that by bringing both the Offline + Online (O+O) experiences “closer together than ever before”. 

Phase one has so far gone live into 24 stores will be followed by a rollout of further phases in 2025, it said.

Features of the app include a homepage that offers “all the most important and relevant information… on one page for an easier and smoother experience”; optimal self-service support of digital information and tools; physical experiences for customers to interact with while in-store “to boost store engagement and lead to purchase”; customers’ ability to scan the QR code displayed in the store to open the app; a Smart Product Scan available on the home page to access to all product information on the fragrances available, including sizes, prices, product description, key notes, fragrance family; and a loyalty card for VIP customers.

The retailer also said the newly redesigned customer app will allow them to view other key areas such as fragrance product information with overviews of ingredients and characteristics, plus rating details where they are able to filter best reviews that come directly from social media and brand video content related to testimonials and spot TV.
 
It will also be introducing a modular approach to bring to life the O+O digital experience for customers through various ‘Phygital Experiences’, allowing customers to interact with purpose-built physical and digital displays in store “that make product discovery more fun, engaging, and memorable”.
 
Laura Wilkinson, Online Business director, said: “We believe that all our customers should be able to have an easy and enjoyable experience when they are shopping with us offline and online. We’re bringing proven, online innovations to our in-store customers using their smartphones on a regular basis. We believe this will increase engagement with our brands by providing new ways for customers to explore our product and company values.”