Introduction
The Fragrance Shop is the UK’s largest independent fragrance retailer. Established in 1994, and now showcasing over 130 brands, The Fragrance Shop operates 177 stores nationally, with a mission to make mainstream and luxury fragrance available to all.
The challenge
As part of its growth strategy, the company tasked Feefo with providing a solution to improve the customer experience and online conversions.
The Fragrance Shop implemented Feefo’s reviews solution to hear from customers, in order to provide a better service and use feedback to improve online conversions.
The solution
As a core value, maintaining exceptional service was crucial as The Fragrance Shop expanded. To achieve this, the company invited every customer who had completed a transaction to leave their valuable feedback.
Using the powerful Feefo feedback suite, The Fragrance Shop was able to track, analyse and respond to reviews, using feedback as a platform to demonstrate outstanding after-sales service. By attributing feedback to each customer, The Fragrance Shop was able to improve its offering, both online and in-store.
The results
Sales built on trust
The Fragrance Shop needed to ensure that potential customers were confident in their buying decisions. Feefo identified key areas of The Fragrance Shop’s website to implement trust signals, such as its Feefo Service Rating, and reviews on product pages. By displaying its commitment to collecting only genuine reviews, The Fragrance Shop saw an improvement in sales.
- Total sales increased by 9.4%
- Like-for-like sales increased by 5.5%
- Website traffic increased by 38%
“Feefo has exceeded our expectations. Not only has Feefo made noticeable uplifts in our conversion, click-through rate and sales, but it also has made a difference to our staff’s motivation. Staff listen and take on board the feedback that Feefo collates, and our customer service has improved as a result.”
Barry Spence
Customer Operations Manager, The Fragrance Shop
Improved Ad campaigns
In such a competitive industry, standing out from the crowd was critical. Feefo identified an opportunity to improve The Fragrance Shop’s position in Ad campaigns. As a Google Licensed Content Partner, reviews from Feefo were displayed as Seller Ratings, helping to drive additional traffic and sales.
- Conversion rate increased by 0.53%
- CTR on ads with Seller Ratings increased by 1.55%
- Overall CTR of 5.98% (above industry average of 2%)
Results
The Fragrance Shop is the UK's largest independent fragrance retailer. To improve its customer experience and online conversions, the company turned to Feefo. The results included:
- 5.98% overall click-through rate (CTR)
- 1.55% increase in CTRs on ads with Seller Ratings
- 0.53% increase in conversion rates
