Macy’s has unveiled a set of in-store interactive perfume displays which allows customers to choose a perfume based on a scent rather than the brand, which is how shoppers tend to shop for fragrances online.
After identifying that customers like to shop for perfume by brand in store, but by searching for scent notes – such as citrus or floral – online, Macy’s wanted to provide shoppers with an innovative way to discover fragrances in this way in store.
— Read more at #Shoptalk19: Macy’s to roll out in-store fragrance finder at Essential Retail.
I went to the Macy’s website to check this out and ended up buying a mattress laugh/cry emoji. There’s a pretty good sale.
Ha, that’ll teach you!
I think this is a good new approach. There is far less brand loyalty with younger people, they have more options, they don’t have to identify as a “Chanel Woman” or a “Mugler Man”. In my parents’ day, people tended to stick with a brand, and that would say something about their taste, income level, and so on, almost like a sumptuary code. That’s pretty much gone now, and good riddance, as far as I’m concerned.
Of course now, there are so many brands, new and old, and the formulation changes, flankers, and additions are so overwhelming, I’ll spend a month as a “Bvlgari Babe” or “Guerlain Gal” just to avoid the plethora of choices out there and in my perfume wardrobe!
Even when I was young (which was a long time ago) I think that was on the way out…so yes, brands certainly can’t count on it now.