Fragrance Direct: New platform, new look Online magnificence retailer Fragrance Direct has revamped its web site and unveiled a brand refresh to drive loyalty within the more and more aggressive on-line magnificence and cosmetics sector.
An early on-line retail pioneer, Fragrance Direct has now migrated its web site from a third-party platform onto a proprietary answer owned and developed by the Maximo Group. The alternative arose after Maximo Group acquired the Fragrance Direct enterprise in March 2021, creating one of many UK’s largest on-line magnificence teams with annual gross sales of £181m. The group is the proprietor of one other direct-to-consumer magnificence and private care retailer allbeauty and is a rising pressure in UK on-line retail.
By switching to Maximo Group’s proprietary ecommerce platform, the retail says that it is ready to construct out a extra dynamic provide for its value-hunting shoppers. Online magnificence purchasers usually like to buy round, in search of out the most effective costs and quickest service. The new platform offers better performance for aggressive pricing, which Fragrance Direct will mix with brand-led promotions and occasions to drive repeat enterprise and preserve its on a regular basis worth brand promise.
Fragrance Direct, which was based in 1993 and launched its first web site in 1998, has lengthy been a identified vacation spot for magnificence consumers. It presently affords greater than 500 fashionable magnificence manufacturers and now plans to strengthen its fame as the web dwelling for fragrances. With better capability Fragrance Direct will widen its choice of fragrance-related merchandise akin to dwelling fragrances and candles to make sure consumers can discover the presents and treats they need at the most effective worth.
More than 1.69 million distinctive customers go to the Fragrance Direct web site every month, accounting for the retailer’s annual turnover of greater than £55m. Women aged 18 to 35 signify two-thirds of Fragrance Direct consumers.
Fragrance Direct’s start line for its brand refresh is recognition of its core prospects as expertise seekers and worth hunters who take into account indulgence a key a part of a wholesome life-style. Guilt-free, common self-gifting is a necessary aspect of self-care for its prospects.
The refreshed client proposition is mirrored within the retailer’s new visible identification, which serves to raise the web buying surroundings and provides shoppers a brand they will hook up with. A hand-illustrated wordmark provides a human contact, and the brand’s robust character is heard loud and clear by way of a trusted, value-driven, daring and constructive tone of voice.
Fast and environment friendly customer support is necessary to Fragrance Direct consumers who need well timed treats and indulgences. As a part of a group-wide funding, Fragrance Direct orders will probably be fulfilled from a new cutting-edge warehouse in Birmingham. . The Maximo Group’s new consolidated facility brings distribution for each Fragrance Direct and allbeauty underneath one roof for the primary time, offering a streamlined logistics provider expertise for authorised brand companions and quick and environment friendly fulfilment for purchasers.
Commenting on the relaunch and Fragrance Direct’s ambitions, Chief Executive Officer Mathew Gully, says: “Fragrance Direct was an early pioneer in pure-play retail however to be able to drive buyer loyalty within the aggressive, on-line worth magnificence market now we have recognised the necessity to carve out a transparent place inside available in the market. The relaunch is a new chapter for Fragrance Direct and for the Maximo Group. By taking constructive steps ahead to create a robust character, we are able to additional strengthen our connections with our prospects. By switching our web site to our proprietary platform and bettering the web buying surroundings, we are able to additionally strengthen the provide for our brand companions and begin to develop a profile for Maximo Group and its ecommerce capabilities.
“Our ambition is for Fragrance Direct to develop into the web dwelling for perfume and we’ll proceed to broaden and promote essentially the most full vary of perfume merchandise, from the best-selling fashionable manufacturers to area of interest, trending and undiscovered manufacturers, all inside an improved and competitively priced ecommerce surroundings.”
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