The Perfume Shop has become the latest retailer to add sponsored products on its ecommerce site as it starts the roll out of a dedicated retail media proposition that will, in time, encompass onsite and in-store, says the retailer.
Working with OptimO, The Perfume Shop’s parent company AS Watson’s O+O retail media ecosystem, The Perfume Shop will initially allow 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.
The new retail media proposition also includes advanced O+O targeting capabilities, seamless integration with existing ecommerce and 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.
The sweet smell of success
When it comes to metrics and reporting capabilities brands that participate will have 100% transparency with closed loop measurement, says The Perfume Shop. 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.”
All around the world
AS Watson’s OptimO retail media network is already in use across the group’s health, beauty and beverage line up – which includes retail brands such as SuperDrug, Kruidvat and Sunkist – and has seen success with Maybelline, Listerine and AIO in China.
The platform draws on AS Watson’s extensive and global first party data from health and beauty to power these brands ad offerings.
