Fragrant retail opportunities

How has the rise of e-commerce encouraged fragrance retailers to rethink their approaches to bricks and mortar? Asks Beatrix Hon

The Perfume Shop\'s Westfield Stratford City concept store

The rise of e-commerce has prompted a growing number of fragrance retailers to rethink their approaches to bricks and mortar. While e-tailers are able to compete on pricing, traditional retailers still have a key advantage over their online competitors through their ability to support the sensory side of beauty shopping by enabling consumers to smell, see and experience products for themselves.

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