Follow those rules to increase your sales as a fragrance retailer

Every time a customer enters a fragrance retail store, they’re the subject of selling strategies tailored on their needs. Those strategies leverage on apparently insignificant behaviors, that can have significant outcomes.

In this article, I’ll give you an example of a basic strategy that’s gonna ridiculously increase fragrance sells, if you’re a fragrance retail store owner.

As a case study, I chose Frédéric Malle’s retail stores strategy.

Frédéric Malle installed in his eponymous stores a device called “smelling tube”. Those are tubes where the customer can spray a fragrance and feel the sillage that other people will smell if he wore that fragrance.

That’s a powerful choice for two main reasons. At first, it forces the customer to touch products and establish a relationship with them. Then, the customer will get an exclusive experience of the fragrance he’s trying, giving him a new perspective on the product.

He smells the fragrance as others will feel it on him, and it leverages his need of social validation, a powerful selling driver for luxury products.

The “smelling tube” installation is a well-planned customer oriented choice, based on things that most of the fragrance retail stores neglect.

Based on this case study, my marketing studies and (obviously) my customer experience, these are my advices for fragrance retailers:

   - Fragrances aren’t jewels, let everyone hold them in their hands. None of your customers won’t run away with your beloved scents, I swear.

   - You have to walk on the same path of your customer, so ask him polite questions about his fragrance preferences and be genuinely interested in what he says. 

   - No person that enters a store has to buy a product. You have to deliver a pleasant experience for every person in your store. Trust me, it will pay off.

   - Give everyone a lot of free samples, even if they don’t buy a full sized fragrance. It’s a nice way to make people feel appreciated, and it gives them time to study and understand fragrances.

Make people feel good, they’ll never forget it. And they’ll come back.