Macy's is Introducing a Dynamic In-Store Experience with Fragrance
Laura McQuarrie — April 3, 2019 — Marketing
This spring, Macy's will be launching an in-store experience with fragrance that will invite consumers to discover the perfect product for their needs and preferences based on a high level of personalization. The Macy’s fragrance experience was created in collaboration with Perch Interactive and is centered around physically interacting with products.
Like many fragrance experiences, this one begins by asking consumers a few basic questions and tailors recommendations to their interests. As if they were shopping online, people will also be able to see ratings, reviews and other important details about a scent.
While many people used to search for their perfect signature scent, this experience with fragrance supports the concept of "fragrance wardrobing," allowing people to use scent like clothing as a means of self-expression that's tailored to one's mood.
Like many fragrance experiences, this one begins by asking consumers a few basic questions and tailors recommendations to their interests. As if they were shopping online, people will also be able to see ratings, reviews and other important details about a scent.
While many people used to search for their perfect signature scent, this experience with fragrance supports the concept of "fragrance wardrobing," allowing people to use scent like clothing as a means of self-expression that's tailored to one's mood.
Trend Themes
1. Interactive Fragrance Displays - Disruptive Innovation Opportunity: Develop interactive fragrance displays that offer personalized recommendations based on consumer preferences and mood.
2. Fragrance Personalization - Disruptive Innovation Opportunity: Create fragrance customization platforms that allow consumers to tailor scents according to their specific needs and preferences.
3. Fragrance Wardrobing - Disruptive Innovation Opportunity: Introduce fragrance wardrobing services that enable individuals to use scents as a form of self-expression and mood enhancement.
Industry Implications
1. Retail - Disruptive Innovation Opportunity: Transform the fragrance retail industry by incorporating interactive displays and personalized recommendations to enhance the consumer experience.
2. Beauty - Disruptive Innovation Opportunity: Reimagine the beauty industry by offering fragrance personalization services that empower individuals to find unique scents tailored to their needs.
3. Technology - Disruptive Innovation Opportunity: Merge technology and fragrance by developing interactive platforms and tools that revolutionize the way consumers explore and select their scents.
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