THE PERFUME SHOP REPORTS ITS BIGGEST TRADING DAY IN HISTORY
The UK and Ireland’s largest specialist perfume only retailer has its most successful trading day in its 21 year history
The Perfume Shop celebrated the festive season with its most successful trading day in its 21 year history on Monday, 23rd December. The company achieved growth of 4.5% in the five weeks leading up to December 28, compared with the same period in 2012. The growth is attributed to the unique product offering, service and expertise found at The Perfume Shop and increased consumer confidence in the economy
The Perfume Shop also reported its highest number of male customers through the door in 2013 with many taking advantage of services such as the Michael Edwards app, free gift wrapping and Husband Help Desk. Even with major weather chaos alerts across the UK in the lead up to Christmas, male customers made a big contribution to the success of the biggest trading day of the year and throughout 2013 to find the perfect gift for their partners. New fragrances were also an important attribute to sales in 2013, with Paco Rabanne Invictus and One Direction Our Moment, the fastest selling perfume in history, topping the most wanted this Christmas.
The company’s successful Christmas advertising campaign which aired over 2,500 times across every major national television channel in the UK and for the first time featured a Christmas advert in Ireland, formed part of a substantial media spend, bringing fun and festive glamour to perfume lovers was also a key element in the businesses success.
Jo Walker, Managing Director, The Perfume Shop, said “We are the UK and Ireland’s largest specialist perfume retailer and the leading stockist of all perfume brands. Our impressive growth is testament to our unique product offering, unbeatable great value deals and our fantastic highly trained staff who continue to offer customers at Christmas and throughout the year, an excellent consistent service. Our customers are looking for value for money, without compromising on the gift, which is at the forefront of our offering.”
The Perfume Shop also successfully recruited 1,000 sales assistants to almost double its work force across its 260 stores nationwide for the festive season. The recruitment campaign attracted over 5,000 applications, the highest ever received. With nearly a fifth of the recruited Christmas Sales Assistants expected to secure a permanent position of a real career opportunity, a great achievement in this current economic climate. The successful recruitment campaign follows the business achieving The Sunday Times Top 100 Best Companies to Work for in 2013, for the second year in a row.
Michelle Fellows, HR Director, The Perfume Shop says “Christmas is our busiest period. We hire the best people to give each one of our customers that personalised The Perfume Shop touch. Each year we are delighted to have so many applicants that want to work for us. We have found that some of our key performers in the business first started with us as Christmas Sales Assistants showing we are always on the lookout for talent.”
The Perfume Shop launched its new Concept Store format at Westfield Stratford City in September and Solihull in November 2013. The Concept Stores are an innovative approach to the retail experience with the traditional counter centric layout transformed to an open planned space, encouraging customers to touch and smell all the products and of course with in store experts on hand to help them find what they want.