We have three main store types, which are:
- Stand Alone
- The Perfume Shop @ Superdrug
- Concept Store
The original The Perfume Shop concept which we have worked with for over 20 years is our stand alone store. To identify, these traditionally will be counter based as shown below:
Our next store concept, which was launched back in 2010, was our shop-in-shop concept, based inside Superdrug. We have approximately 45 of these stores in our portfolio and you can identify them by our branding within Superdrug as shown below:
Lastly, and by no means least we would like to introduce you to our concept store. We opened our first concept store in Stratford Westfield back in 2014. We wanted to develop our proposition to our customer by allowing our products to become more accessible without the formality of a ‘counter’, and also to start to use technology, such as iPads and digital screens, in store to support with service and operations.
We were so happy with the delivery of this store that we transformed four other stores around the country in a concept store. We are now taking this concept further and have opened a brand new vanity store in Bluewater, and are planning on rolling out elements of this into the rest of our store estate. Please see below for some visuals on our concept store:
Our team sizes vary dependant on the store type, the opening hours and the turnover of the store. However, this is what team structure you can expect from each of the below stores:
Stand alone, Concept store & larger The Perfume Shop @ Superdrug’s:
- Store Manager
- Deputy Manager
- Sales Assistant
The Perfume Shop @ Superdrug:
- Counter Manager
- Sales Assistant
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Technology is becoming increasingly important to us as a business to support the development of our brand. So we have recently launched iPads into all of our stores to ensure we are enabling our teams to deliver exceptional service to our customers. iPad’s are also provided for all of our Operation Team members and are being launched out into different departments at the Office and Warehouse.
We also want to support our brands by delivering great visuals, so some of our stores have digital screens where we can display our key message either The Perfume Shop promotions or brand led.
Glynn Miles is our Digital Manager, and this is what he says about The Perfume Shop’s digital journey:
“The Perfume Shop is on a very exciting digital journey where we are embracing technology within all our roles. It is important that we continue to embrace changes in the digital market and to offer our customer a great journey either online or in store. This means that it is important for us to support our teams to come on this journey with us and to recruit the best teams out there who are onboard with the way the world is changing digitally.”
Commerciality and Knowing Your Customer
Vicky is a great example of our #GrowOurOwn culture at The Perfume Shop as she has worked in a number of different stores, working her way up to now managing a concept store. This is her advice on keeping her store and team commercial and focused on the customer:
“It’s all about customer here at The Perfume Shop, therefore for me and my team it is about ALWAYS meeting, greeting & serving each and every Customer that comes into the store. To manage a successful store it is important that we keep up to date with trends and brands as well as what the competition is up to. I also find that it is important to shape the perfect sales expert by keeping their knowledge up to date – so their learning through The Perfume School is so key."
Key Performance Indicators (KPI’s):
All our stores will work to the same KPIs , which influences their end of year bonus. These KPIs are:
- Like-for-Like sales
- Mystery Shop
- Stock management
- Payroll budget
- Operational audit score
Every member of our store teams support to deliver in these areas, however, the main responsibility and accountability will fall with our management teams. The Area and District Manager’s play a key part in supporting the stores to deliver their KPIs.