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The Fragrance Shop integrates Shutl for delivery in 90 minutes


For certain product categories, offering same day delivery makes total sense. Perfume is one. The Fragrance Shop knows this, which is why it has just teamed up with Shutl to offer same day delivery, and even delivery in 90 minutes.
Internal research shows that the UK’s largest independent fragrance retailer is widely used by shoppers rushing to send last minute gifts. The thinking is that with this additional delivery option from Shutl, customers will be even happier, and sales will bloom.

The Fragrance ShopThis fast courier service comes at a price, but it’s not too punishing. Customers can now choose to pay £6.95 and use Shutl’s same day delivery service. An immediate delivery request can mean that an item will arrives within 90 minutes, or any one-hour delivery slot can be chosen.

“Fragrances are typically purchased as a last minute gift, so speed and flexibility of delivery is important,” said Mark Kelly, Head of eCommerce, The Fragrance Shop.

“We want to maximise on this by making it easier for customers to make these guilt-free, eleventh-hour purchases. We chose to implement Shutl based on the company’s standing as a market leader in same day delivery and the fact we share the same ethos for superior customer service. “

Shutl, founded in 2009 by Tom Allason, has pioneered the use of deliveries from store within 90 minutes or in the hour of the customer’s choice.

Shutl ParcelHow does the Shutl service fulfil orders so quickly for The Fragrance Shop?

Using Shutl, The Fragrance Shop customers can now opt for immediate delivery, or select a one-hour delivery timeslot of their choice. A Shutl carrier is then directed to whichever of The Fragrance Shop’s 177 stores nationwide is closest to the delivery address. The shipment can then be collected from the store, which is effectively serving as a mini-warehouse, and taken the final few miles into the hands of the recipient.

Shutl’s systems seek out the best courier for each job, its website explains. This ‘rocket science’ matches the individual requirements of a delivery to the optimum courier for that specific job in real-time. Shutl weighs up the courier’s performance history, price and all consumer feedback to offer the customer the best possible combination of value and service with every delivery. Clever stuff.

Shutl logoOur View

Shutl – famously bought by eBay in 2013 – also works with Hotel Chocolat, Maplin, Schuh, Superdrug and The Entertainer. Just like The Fragrance Shop they all fit well with the ‘need it sent today’ urgency of gift buying. With Shutl fully integrated into The Fragrance Shop’s new bespoke eCommerce platform, the technology is in place to give customers the freedom to leave it late, and choose a quick time slot for sending beautifully packaged Chanel, Gucci and Dior perfumes and aftershaves. We’re impressed that this will cost under £7.

The brand – with its cute rocket logo – is starting to be recognised by online shoppers and judging by customer reviews on the site, many of these are hugely grateful to have had their bacon saved by the quick efficient system of delivery on offer. For retailers, including the Shutl rocket as an option to click at the checkout is a valuable add on, and the ‘from £5’ pricing is very attractive, when you consider the speed and convenience on offer.

Shutl probably has Greater London sewn up and claims to have tied up with a network of delivery firms nationwide so that retailers across the UK can benefit from this option. It’s likely there are challenges to getting this right in the far flung corners of the country, but with serious investment in its technology and growing experience in this science, the Shutl service does look good.

Further reading:

Interview with Tom Allason, CEO of Shutl

Here’s an interesting archive article on Shutl from our sister title which spells out very clearly what the entrepreneurs at Shutl originally set out to do.

Image credits:

  • The Fragrance Shop, Shutl

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