P: The report mentioned that offering free gifts and
product samples, including product inserts in
magazines, are among the top factors that drive
shoppers to buy fragrance in-store. Can you elaborate on
this finding?
B: A fifth of the respondents have initiated their fragrance
shopping trip after experiencing the fragrance (in-store on a
previous trip or in a magazine). Importantly, many shoppers
say that spritzers—retail specialists offering perfume
samples—did not influence their decision significantly,
indicating that they’d prefer to sample alone, and have
an individualized, high-touch approach that counter
associates can offer.
P: What role do beauty advisors or sales associates play
in influencing customers’ purchasing decisions?
B: A significant one: Once in-store, nearly half of shoppers
can be swayed in their decision to buy a fragrance other
than, or in addition to, their preferred brand by either promotional offers/discounts or the advice of the sales associate at
the counter. Sales associates are one of the two strongest
influencers our shoppers mention in their responses.
P: How likely will consumers respond to discounts and
promotions when it comes to purchasing fragrance instore?
B: Promotional offers seem to be the key influencer to switch
(or at least add to) the intended purchase, much more influential than advertising materials or samples in store.
P: How do online consumers differ from in-store buyers
when it comes to purchasing fragrances?
B: Online shoppers tend to stray less from their intended
purchase than in-store shoppers—64 percent of them say
December 2016
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