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The Perfume Shop unwraps Christmas marketing campaign

The Perfume Shop has launched a new multi-channel marketing campaign with the aim of helping the perfume retailer deliver its best Christmas trading results in its 20 year history.


The Perfume Shop unwraps Christmas marketing campaign

The integrated campaign is running across a number of channels including TV, radio, print, social media and in store. 

The retailer has increased its investment in its campaign after taking into account feedback from customers on the 2011 campaign which helped to increase brand awareness by 10% in 2012.   

The Perfume Shop said that the new creative is designed to raise awareness of the retailer amongst its core customer groups by eliciting an emotional response that prompts recall. The TV advert features The Perfume Shop staff and includes scenes from their own Store Managers Conference. 

The campaign was kick-started with print and radio across high-profile press titles and radio stations with a specific communication burst coming at the end of December aimed at male shoppers.

In its stores The Perfume Shop is utilising a number of communication mechanics including the new in store magazine Scents, which provides shopping advice for customers.

The retailer said that its new Rewards Club was performing well, growing its customer base by 5% week on week.  Loyal customer spend is now four times that of 2011 with 15% of sales going through the Rewards Club.

Jo Walker, managing director, added: "2012 has been an incredible year for The Perfume Shop and we think Christmas will be even better. Christmas is a key trading period for us and we feel our marketing programme this year is really going to drive awareness, recall and ultimately sales.  

"We continue to grow in the face of a tough trading climate; we have opened several new stores and have more planned.  We’re on course for our busiest Christmas ever in our 20 year history and excited to see what else The Perfume Shop can achieve in 2013."

The Perfume Shop operates 250 stores across the UK and is part of the AS Watson Group.


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