The Perfume Shop is to open more shop-in-shops in sister retailer Superdrug and will roll out a loyalty scheme later this year.

The specialist perfume retailer has 11 shop-in-shops in Superdrug stores as part of a trial that began last year. A further 50 will open this year.

Managing director Jo Walker said: “The shop-in-shops are a great partnership for us. We’ve never had footfall from people buying other categories than perfume so it has brought new customers to us.”

Walker also said Superdrug has a predominantly young customer base, which “can be recruited into our brand from this early age”. She explained most of The Perfume Shop customers that buy their first perfume from the retailer tend to stay loyal.

The Perfume Shop will also launch a loyalty card later this year. Head of marketing Matt Walburn said the details of the scheme have yet to be finalised but it is likely to offer one point for every £1 spent. When customers reach 100 points they will receive a money-off voucher.

The Perfume Shop’s scheme will also link with Superdrug’s loyalty scheme, which is poised to launch later this year. “We’re not sure yet how the two schemes will link but it makes sense to make the programme stronger,” said Walburn.

The Perfume Shop will also launch a brand advertising campaign this year, rather than just a price-led campaign. “We need to be strong on price still, but we also want to raise awareness of the brand,” added Walburn.

The Perfume Shop and Superdrug are owned by Hong Kong-based AS Watson.

Topics