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The Fragrance Shop
Benefits of Our Transformation
A data-driven segmentation and engagement programme to improve conversion, basket growth and retention across online and in-store customers.
About The Fragrance Shop
The Fragrance Shop is a leading UK fragrance retailer with a large customer base across stores and digital channels. Beyond supported the business to use customer data more effectively to prioritise growth opportunities and design more relevant experiences.
Results That
Matter
2.27m
Customers analysed
3.08m
Transactions analysed
7
Behavioural segments created
62% customers / 67% sales
Priority segments cover
The Opportunity
The Fragrance Shop had strong foundations in place but needed a clearer, more actionable understanding of customer behaviour. The objective was to identify which customer groups mattered most, how they behaved across channels, and what practical actions would drive growth through conversion, increased basket size and repeat purchase.
Solutions Delivered
Beyond developed a customer segmentation and activation framework, giving The Fragrance Shop a clear view of customer types, priorities for investment, and a structured test-and-learn plan to improve performance.
Built two complementary segmentations to create a practical customer language: an RFV segmentation (Recency, Frequency, Value) and a behavioural segmentation based on product preference and shopping behaviours
Analysed 2.27m customers and 3.08m transactions to quantify how different customer groups drive sales and interact across channels
Developed seven distinct behavioural segments (including Male, Female, Online, Gift, Subscribers, In-Store and Occasion) with clear characteristics and engagement triggers
Identified three priority segments for initial focus, covering 62% of the customer base and 67% of total sales to maximise impact with limited resources
Defined engagement priorities structured around Convert, Grow and Retain—linking segment insight to practical commercial actions
Highlighted opportunities to improve CRM effectiveness, including reducing over-reliance on discounting and increasing use of brand-funded and value-add campaigns
Produced test-and-learn briefs and hypotheses to support controlled trials across email and digital journeys, enabling measurable optimisation over time
Results & Impact
The Fragrance Shop gained a clear, data-led view of which customer groups matter most and how to target them more effectively. The segmentation created a shared commercial language across teams, and provided practical priorities and test plans to improve conversion, increase basket size and drive repeat purchasing.
Lesson Learned
Segmentation only delivers value when it is operationalised. The strongest outcomes come from focusing on a small number of priority customer groups, translating insight into measurable test-and-learn actions, and building a consistent “customer language” that teams can use day-to-day.
“Beyond helped us turn customer data into a clear, actionable plan. The segmentation work gave us a shared view of our customers, where to focus effort first, and practical ways to improve conversion and repeat purchase across channels.”
Senior Stakeholder, The Fragrance Shop
