The Importance of Merchandising Fragrance

Before working at Boots, I had never been that interested in perfume. I had two favourite scents, and I didn't feel the need to stray from them. This all changed when I took a role in the Fragrance Department at my local store, one which specialises in Beauty and whose 'Beauty Hall' is integral to the way the store performs as a whole.

In truth, I had never given much thought to the way we display fragrance but, in general, this is how you would expect it to be displayed: in a lit cabinet, grouped in brand families, and by no means 'overstacked'. 

However, in a strange turn of events involving a physical altercation between two contractors (spirit levels were brandished; you really couldn't make it up), a pre-planned refit of the fragrance cabinets went awry. Work was halted, and managers desperately hashed together a solution before doors opened on Saturday morning. 

This was the result:

It became all too clear why fragrance is merchandised so particularly. You could of course argue that the function of the cabinets is to deter theft, and that is significant. But what I find more interesting is that, without their bright and shiny houses, thousands of pounds worth of products looked cheap and unappealing. 

I have always had an interest in design in terms of advertising and packaging, but this opened my eyes to the world of functional design. Bright lights, airy cabinets and a tidy shelf can persuade consumers to part with hundreds of pounds for a box which would otherwise look uninteresting.

Tiny details like this raised edging (right) to make sure the boxes are all aligned started intriguing me. It had always been difficult to make the displays look tidy (left), and I found myself fascinated with aspects of shelving (yep..) that I had never considered before. 

I do now wonder whether fragrance can attribute part of its high price tag to the shelves it sits on. Either way, having now seen the stark contrast between good and bad merchandising I am definitely more aware of how it is such an important factor when trying to sell a product.

What's more, I will definitely be more cynical of products housed in elegant surroundings in the future (although I do have Chanel beauty products on my Christmas list. D'oh!).