The Perfume Shop uses loyalty scheme to encourage retention

The Perfume Shop is preparing to launch its first loyalty programme as part of an overhaul of its brand communications strategy.

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The retailer is planning a brand campaign at the end of the year to build deeper brand engagement. Previous activity has focused on price promotions and products.

The retail chain will focus more on communicating its “accessible luxury” proposition delivered by in-store fragrance experts.

The programme will be based on rewarding customers with money-off promotions to encourage repeat custom and will also be the foundation for developing tailored communications and promotions for cardholders.

There are plans for an online tool that reminds cardholders of friends and family’s birthdays to drive gift purchases.

The Perfume Shop is the second biggest fragrance retailer in the UK, following Boots. It currently operates 200 high street stores but has outlined plans to expand its store network.

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