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The Fragrance Outlet Adds Beacons To Spur Sale Shoppers’ Sense Of Smell

Shopkick is installing beacons at some of The Fragrance Outlet's 100 locations to drive its rewards programs by offering samples for rewards-seekers.

Perfume and cosmetics chain The Fragrance Outlet is working with beacon rewards platform Shopkick to connect free samples to shoppers via app-based proximity triggers in-store.

The samples will be available to Shopkick app users when they visit one of the roughly 100 Fragrance Outlet locations.  The goal is to build on The Fragrance Outlet’s existing loyalty membership program while trying to attract new shoppers.

“Shopkick ShopBeacons are currently placed in 97 Fragrance Outlet stores,” said Shopkick CEO Bill Demas, who was named to the post in June. “The beacons greet customers at the door and reward them with kicks for the visit. The chain has also adopted the shopkick linked credit card program called ‘kicks for purchase,’ providing kick rewards to customers who make a purchase at checkout with a linked Visa or MasterCard.”

Personalization is the over-arching value of rewards programs like this. So there will be clear differences in the marketing messages and rewards tailored for individual outlets, Demas told GeoMarketing.

“Yes, based on location of the store, targeted notifications will be delivered to consumers,” Demas said. “We base the notification on a combination of variable, including regional or store-level promotions, seasonality, gift giving events and other types promotions.”

Roughly 23 million consumers have downloaded Shopkick’s app, which allows users to earn “kicks” — as the Shopkick’s beacon-activated app rewards are called — that can be redeemed for discounts, or in the case of The Fragrance Outlet, product samples for brands such as including Calvin Klein, Lacoste, Escada, Hugo Boss, Carolina Herrera, Paco Rabanne, Michael Kors, Thierry Mugler, among others.

“Fragrance Outlet is seeking to become the perfume retailer of choice and with established branding and loyalty, while delivering value at the same time,” Demas said. “Shopkick will help them achieve this by driving foot traffic to their stores, attracting new customers, providing rewards to customers for coming into their stores, and generally creating a great in-store experience.

“With Shopkick in Fragrance Outlet stores, customers can feel good about shopping by receiving great value and experiencing a sense of fun and gratification while shopping,” Demas added. “Ultimately, shopkick delivers on the promise of omni-channel marketing by providing relevant content to consumers in the context of planning their shopping trip, then driving them to stores nearby, which results in commerce for partners.”

“We love helping people find and discover new scents, or save on favorites that can be prohibitively expensive elsewhere, and we think Shopkick helps people find and discover new brands and retailers and to reward themselves for doing it” added Scott Kanter, The Fragrance Outlet’s CEO. “It’s a great fit.”

In terms of the strategy involved in this effort, “ShopBeacon technology helps retailers like Fragrance Outlet get people through the door and at the same time, provides a personalized and fun shopping experience across the entire shopping journey, from planning at home, to checking out at the register. It’s a great feeling for Fragrance Outlet customers to get rewarded just by walking into the store,” Demas said.

The deal with The Fragrance Outlet follows Shopkick’s work with women’s apparel and accessories retailer New York & Co., which has added beacons to 170 of its 487 stores.

When Shopkick started seven years ago — a lifetime ahead of the rise of beacons – it initially focused primarily on groceries. It’s steady focus on retail the last two years has allowed it to pilot the initial proximity marketing forays of American Eagle Outfitters, Best Buy, Macy’s, Marshalls, Micro Center, Reebok, Saks Off Fifth, TJ Maxx, and others.

“Shoppers do several things that retailers and brands love,” Demas said. “First of all, they come to the store. They check things out – try them on, sniff them out, or otherwise peruse the merchandise. And if all goes well, they buy.”

Does Fragrance Outlet and Shopkick view the rewards program as an extension of an existing loyalty program? Or is this meant to drive loyalty for new, non-regular customers?

“When it comes to rewards and driving customer loyalty, we think of this as an AND world, not an OR world,” Demas added. “Shopkick is like a digital overlay on the physical store that co-exists with the chain’s own loyalty programs. The shopkick partnership is designed to not only put Fragrance Outlet top of mind when people are shopping for fragrances, both for themselves or as a gift, but also to bring new customers to their stores while building loyalty with existing customers.”