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The Fragrance Shop to expand Sniff Bar pop-up brand

The Fragrance Shop is to expand its Sniff Bar pop-up format after a successful launch, with plans to open a further 15 branches during the course of 2019.

The standalone bar format has been designed to blend physical and digital experiences for customers. It uses the tagline ‘Sniff. Choose. Deliver’ to communicate the bar’s offer, which sees customers interact with a Sniff Bar consultant in person, rather than via email or live chat. The format was launched at the Global Gift Gala charity event in late 2018.

The retailer says that the Sniff Bar format is attracting 66 per cent more new customers than its online channel, and a 30 per cent higher conversion rate than its conventional stores. Average transaction rates are up too, at 15 per cent above online sales, and 30 per cent over conventional stores.

However, the company declines to name the designer of the format, saying it is ‘competitor sensitive’.

“Following a strong performance from our new Sniff Bars, I am looking forward to rolling out our new disruptive digital fragrance bars to various locations across the UK in 2019,” says The Fragrance Shop CEO Sanjay Vadera. “We are currently looking for suitable locations and cannot wait for people to experience the variety and quality on offer, and the expertise of The Fragrance Shop team.”

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