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 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 and open 50 more branded perfume counters in sister retailer Superdrug following 11 trial locations.
Marketing director Matt Walburn says: “We have greater market share than awareness so we want to fast forward to where people recognise us as a big retail brand. We’ve upped our marketing investment and we’re trying to be clever with it.”
The as yet unnamed loyalty programme will launch in the second half of the year and will be named by The Perfume Store’s staff to reflect the relationship with customers.
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 and Superdrug are both owned by Chinese retail group AS Watson.
Superdrug is launching its first loyalty programme later this year and there is potential for collaboration between the two separate schemes, which would up the game against rival Boots.
The Perfume Shop is currently looking for an agency to develop a brand campaign that will run across TV, press and digital in the run up to Christmas.