March 11, 2011
The Perfume Shop plans loyalty scheme
By Rosie Baker
In a recent article from Marketing Week it talks about the Perfume Shop preparing to launch its first loyalty programme as part of an overhaul of its brand communications strategy. The retailer is planning a brand campaign at the end of the year to build deeper brand engagement. I think it is clever for them to take a different approach since other previous activity focused more on price promotions and products. They will be more focused on promoting its "accessible luxury" proposition delivered by in-store fragrances experts. I think it is a great idea for them to have in store experts because it will encourage people to come to their store because most people take the opinion of an expert with much respect. The Perfume Shop is in the progress of looking for an agency to develop a brand campaign that will run across TV!!
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