The Perfume Shop has collaborated with its parent company, health & beauty conglomerate AS Watson, to introduce a new retail media proposition.
The UK’s largest specialist perfume retailer is now working with OptimO, AS Watson’s global retail media ecosystem, to deliver “innovative solutions” that help brands create “more effective and personalised” advertising experiences.
The Perfume Shop stated that the launch marks a key step forward in enhancing its retail media capabilities and has been designed to enhance the shopping experience for its customers, empower brands, and drive overall growth with both existing and future partners.
The retailer will leverage AS Watson OptimO’s technology to deliver targeted and personalised advertising solutions across The Perfume Shop’s online and in-store touchpoints, alongside introducing a new retail media proposition designed to revolutionise how brands can connect with perfume shoppers.
The new retail media proposition includes advanced O+O targeting capabilities, integration with existing e-commerce & in-store systems, and analytics tools. The company claimed that the features will allow brands to create more “meaningful connections” with their target audience while measuring campaign effectiveness in real-time.
As part of the launch phase, The Perfume Shop has introduced sponsored products as the first element of their retail media proposition. The new feature allows brands to promote their products directly within the shopping platform, ensuring “maximum visibility and engagement with customers”. Sponsored products will appear prominently on the retailer’s homepage, search results page, product listings, product detail pages and the cart page so that brands can reach their target audience and drive conversion.
In order to leverage customer data and insights to provide targeted advertising opportunities, sponsored products will be based on contextual and behavioural signals so brands can ultimately reach those high-intent shoppers. The Perfume Shop stated that this element will continue to evolve throughout 2025, with sponsored products expanding to the app, alongside the launch of new elements like onsite display and video.
When it comes to metrics and reporting capabilities, brands that participate will have full transparency with closed-loop measurement. They will have access to the reporting dashboard in the platform, giving them visibility of key metrics to support improved understanding of media performance and ROAS. Since the launch, suppliers and brands that have participated include Shiseido, with more brands expected to join this year.
“The launch with AS Watson OptimO represents a transformative step forward for The Perfume Shop,” said Gill Smith, the retailer’s Managing Director.
“By integrating AS Watson OptimO’s advanced retail media capabilities with our extensive customer reach, we’re not just improving advertising efficiency – we’re creating a more personalised and engaging experience for our customers. This collaboration will enable us to offer brands unprecedented access to valuable consumer insights while maintaining our commitment to exceptional customer service.”
