Selfridges' Fragrance Lab takes shoppers through a multi-sensory journey, aiming to help them discover a personal scent and in the process, help Selfridges better understand its consumers' behaviors, character and motivations.
The experience begins with a personality quiz on an iPad, asking for information like a customer's name, age, shopping habits and interests. From there, the experience guides shoppers through a series of rooms in the Fragrance Lab with audio, ultimately leading to a location where people can speak to a Selfridges team member to further whittle down some options and try on some fragrances suggested just for them.
The Fragrance Lab is part of Selfridges' Beauty Project, which started on May 1st as a six-week campaign that will include a variety of events, discussions and experiments like this one on the topic of beauty.
What's Driving This Trend
- Multi-sensory Experience
- The trend towards creating unique and personalized experiences that engage multiple senses, allowing for a more immersive and memorable experience.
- Data-driven Personalization
- Leveraging customer data to create personalized product recommendations and build stronger customer relationships.
- Experiential Retail
- The trend of creating in-store experiences that go beyond just shopping, and offering customers a unique reason to visit brick-and-mortar stores.
Who This Affects Most
- Beauty Industry
- The trend of personalized fragrance shopping is redefining how retailers in the Beauty Industry are engaging with customers, and offering new opportunities for growth and differentiation.
- Retail Industry
- Experiential retail is transforming the Retail Industry, with customers seeking out unique and innovative shopping experiences that are not available online.
- Technology Industry
- Data-driven personalization is shaking up the Technology Industry, with companies incorporating AI and machine learning to create hyper-personalized products and services.
