THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE

HOME  |  BRANDS
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.

BRANDS

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.



 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing