The Perfume Shop, the UK’s largest specialist perfume retailer, has announced its new launch with Optimo, AS Watson’s O+O retail media ecosystem , delivering innovative solutions that help brands create more effective and personalised advertising experiences.
The launch with AS Watson OptimO marks a key step forward in enhancing The Perfume Shop’s retail media capabilities and has been designed to enhance the shopping experience for The Perfume Shop’s loyal customers, empower brands and to drive overall growth with both existing and future partners. The Perfume Shop will leverage AS Watson OptimO’s cutting-edge technology to deliver highly targeted and personalised advertising solutions across The Perfume Shop’s online and instore touchpoints alongside introducing a sophisticated new retail media proposition designed to revolutionise how brands can connect with perfume enthusiasts.
The new retail media proposition includes advanced O+O targeting capabilities, seamless integration with existing e-commerce & instore systems, and robust analytics tools. These features will allow brand partners to create more meaningful connections with their target audience while measuring campaign effectiveness in real-time.
This strategic launch reinforces The Perfume Shop’s position as an innovator in the perfume retail sector and demonstrates its commitment to delivering value to both customers and brand partners. As part of the launch phase, The Perfume Shop are excited to introduce sponsored products as the first element of their retail media proposition. This 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 homepage, search results page, product listings, product detail pages and the cart page, providing an effective way for brands to 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. 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 100% 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 in the new year.
Gill Smith, managing director at The Perfume Shop says “The launch with AS Watson OptimO represents a transformative step forward for The Perfume Shop. 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.”
