How The Perfume Shop is strengthening its store experience with a new app

British retailer The Perfume Shop has launched the first phase of its "market-leading" Store+ app, designed to enhance the in-store shopping experience by bringing both online and offline experiences closer together.

The new platform is currently available at 24 stores across the UK, with a wider rollout planned for 2025.

It has launched in response to customer research, which found that 72% of customers often require further additional information and services when in-store.

So, how does it work?

The Store+ app allows customers to scan QR codes displayed in stores to access detailed product information, such as sizes, prices, fragrance families, and key notes.

As part of this, the platform boasts an updated homepage, along with self-service tools and store-specific details, including opening hours and information on personalised services such as engraving and gift-wrapping.

The retailer's 'Fragrance Finder' has been redesigned for both online and in-store use too, allowing customers to access personalised scent recommendations. Plus, customers can save their 'Scent Profile' for future reference, with recommendations updated to include new launches.

It also offers access to The Perfume Shop’s loyalty scheme, allowing VIP customers to view their benefits.

Laura Wilkinson, Online Business Director from The Perfume Shop said: "We believe that all our customers should be able to have an easy and enjoyable experience when they are shopping with us offline and online.

"We’re bringing online innovations to our in-store customers using their smartphones on a regular basis. We believe this will increase engagement by providing new ways for customers to explore our product and company values.

"All key information and functions you could need are there when visiting our stores and are easily accessible from the intuitive Store Mode home-screen. With all new features you have time to think about your purchase which means you can easily favourite products you’ve tried in-store, so they’re saved to your online account for future purchase."

The news comes after The Perfume Shop achieved another successful Christmas, with two million bottles sold between 28 November and 24 December 2024, highlighting the popularity of perfume as a classic festive gifting option.

The British fragrance retailer said promotional deals proved especially popular, with the busiest online day of the season on 1 December, achieving a 5% increase compared to 2023.

It rounded off a successful year for The Perfume Shop, having unveiled eight new store openings in 2024, as well as 32 modernised experiential stores across the UK and Ireland.