Designing Unique Shopping Experience: The Perfume Shop’s Nomination to the UK Ecommerce Awards

Since our founding in 1992, The Perfume Shop has been at the forefront of the fragrance retail industry in the UK and Ireland. With over 200 stores, we have become the go-to destination for fragrance lovers, as we offer a wide selection of perfumes from leading brands as well as exclusive scents. Our mission has always been to share our genuine passion for perfume and people while providing the most knowledgeable fragrance expertise on the high street.

Our customers are at the heart of everything we do. They are fashion and beauty enthusiasts who see fragrance as an essential part of their personal style. They demand a premium shopping experience, allowing them to discover new scents, learn about the world of fragrances, and find products that perfectly match their tastes.

Being a leader in the online fragrance industry involves more than just offering great products: it requires a deep understanding of customer needs and the ability to ensure tailored experiences as people are in store. That’s why we are proud that The Perfume Shop has been shortlisted for four categories at the UK eCommerce Awards: UK User Experience of the Year, UK Mobile Experience of the Year, App of the Year, and Omnichannel Experience of the Year. These nominations are a recognition of our strong commitment to innovating how we engage with our customers.

Elevating Website’s User Experience Across Devices

Aware of the role of user experience in driving customer satisfaction, we have dedicated significant resources to improving every aspect of the shopping journey on our website. Our goal has been to create a seamless shopping experience, whether customers are using a desktop or a mobile device.

Over the past few years, we have leveraged cutting-edge technology and developed a customer-centric approach to ensure our digital platforms stay ahead of market trends. This process involves a first analysis of usability metrics to identify areas of friction, followed by a phase of testing to determine the most performative solutions. A dedicated team of developers, designers, and product managers then implement these enhancements to optimise the user experience.

Additionally, we decided to also conduct direct interviews with our customers to gain deeper insights into their needs and preferences, helping us to focus on the areas that matter most to them and align the website to the evolving trends.

Refining the Mobile Experience to allow customers to shop wherever they are

We know that a growing number of customers now shop directly from their mobile devices. That’s why we’ve made it a priority to improve the mobile shopping experience across both our website and app. Our approach mirrors the strategy we’ve applied to our desktop platform, with user experience being our top priority.

To encourage customers to engage more with our mobile platforms, we have also introduced several innovative features. One of these is the Fragrance Finder, a guided selling tool that provides personalised fragrance recommendations through a simple quiz. Powered by a sophisticated matching algorithm and expert insights, the tool offers tailored suggestions along with a visual breakdown of fragrance notes, helping customers identify and discover perfumes that align with their personal tastes.

We’ve also enhanced our loyalty program by transitioning away from plastic cards, promoting sustainability through the use of digital loyalty cards within our mobile website and app. Customers can easily access their loyalty cards, track their points, and redeem rewards directly from their phones while shopping in-store.

In 2023, we took our mobile experience a step further by launching a new app, which has been welcomed with great enthusiasm. With ratings consistently above 4 stars on both the Apple and Play Stores, the app reflects our brand’s identity with refreshed design and seamless navigation.

Creating a Seamless Omnichannel experience

We also commit ourselves to providing our customers with a seamless omnichannel experience, allowing them to effortlessly transition from one device to another and use them anywhere.

Thanks to the work made over the years, we have successfully created a seamless experience across all platforms, leveraging innovative features that bridge the gap between online and offline shopping. Our focus has been mainly focused on three key areas, the checkout process, enhancing loyalty and post-purchase experience, and refining product search:

• Checkout Process

With our omnichannel management system, we’ve made it easier for customers to complete their purchases by checking product availability in nearby stores through the “Limited Availability” button. If a product is out of stock in our warehouse, this system triggers a search in our stores, ensuring that customers don’t miss out on their favourite fragrances. Additionally, we offer a “Check Availability in Store” feature, allowing customers to reserve items online and collect them within 30 minutes from their chosen location. This blend of online convenience and in-store immediacy has resonated with our customers, making their shopping journey more flexible and enjoyable. Another standout feature is our “Unified Shopping Cart”, allowing loyal members to add items to their basket on the website and seamlessly complete their purchase on the app without losing their selections.

• Rewarding Loyalty and Post-purchase Experience

Alongside the digital loyalty card, we’ve taken the loyalty program to the next level: we offer the chance to earn points with every purchase, that can be redeemed for a variety of rewards, including perfumes, candles, and vouchers to use both online and in-store. This not only incentivises new purchases but also boosts the overall customer satisfaction. To further enhance the shopping experience, we’ve integrated multiple communication channels, including Facebook Messenger and WhatsApp. This approach ensures that customers can easily access support through their preferred channel, providing them with quick and convenient assistance.

• Innovative Product Search and Expert Guidance

In addition to the Fragrance Finder, we’ve introduced several other features to help our customers find products that perfectly match their preferences. One feature is the “Video Chat with In-store Experts”, allowing customers to connect directly with our fragrance consultants. This provides personalised recommendations, ensuring they receive expert advice no matter where they are shopping. To address one of the biggest challenges of online fragrance shopping—the inability to smell a perfume—we also offer “Try Me” samples: this option allows customers to test a fragrance before opening the product, giving them greater confidence in their choices and enhancing their overall shopping experience.

A Tribute to the Synergistic Efforts of All Teams at The Perfume Shop

Being shortlisted for the UK eCommerce Awards in these four categories – UK User Experience of the Year, UK Mobile Experience of the Year, App of the Year, and Omnichannel Experience of the Year – is an incredible honour for The Perfume Shop. It reflects the hard work and dedication of our entire team, from our digital business experts to our in-store staff, all of whom strive to provide an exceptional experience for our customers. These nominations celebrate the collaborative effort across all departments and will undoubtedly inspire even greater innovation and customer satisfaction in the years to come.

Social Pages Link:

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• Website link: https://www.theperfumeshop.com/  
• iOS App link: https://apps.apple.com/gb/app/the-perfume-shop-tps-app/id1202206665
• Android App link: https://play.google.com/store/apps/details?id=com.theperfumeshop.customer