// Like-for-like up 3.6% during the crucial Christmas period
// Sales supported by strong online growth and new customer experience initiatives
The Fragrance Shop experienced a dynamic festive period, with like-for-like Christmas sales up 3.6% year-on-year thanks to a strong increase in online sales.
For the six-week period ending Dec. 29, the fragrance retailer saw 19.3% growth online, supported by a 28.7% surge in Black Friday sales.
The retailer attributed its holiday season performance to “strong collaborations” with partner brands, and said luxury continued to be the fastest growing segment, with Dior and luxury gift sets boosting sales. sales.
The Fragrance Shop also credited its new Sniff Bars customer experience initiative, which allows customers to taste and buy fragrances at a series of pop-up outlets across the country.
The bars included a “3D edition” of the website where customers can speak to a fragrance expert in person rather than speaking via email or live chat.
“After the strong Christmas 2018 sales figures, it’s clear that the fragrance continues to have timeless appeal as a gift for loved ones or as a treat for customers themselves,” said The Fragrance Managing Director. Shop, Sanjay Vadera.
“Feedback also showed that our customers appreciate our approach which combines luxury fragrances at competitive prices, extensive choice, with an expanding store portfolio and new customer initiatives, delivered by our fantastic store teams.
“As a business, it’s important that we continue to delight customers and provide them with a convenient way to shop that meets their needs.
“Our Sniff Bars are a great example of how we’ve combined retail and digital in easy-to-access locations.
“In 2019, we will continue to innovate and create interactive and immersive experiences for our customers.”