• Internet Retailer, Monday, October 3, 2016 9:05 AM

The Fragrance Outlet built its business on outlet malls, but with mall traffic declining it is looking elsewhere for new growth. The discount perfume retailer has 108 locations and all but three are in outlet centers. As outlet mall traffic—and thus Fragrance Outlet’s traffic—has steadily declined, the retailer is following a new path that involves more e-commerce and digital marketing, says CEO Scott Kanter. “Over the past 12 months, we’ve seen a reduction in [store] traffic of about 5-10%, and that’s been happening over the past few years,” Kanter says. The e-retailer launched its first e-commerce site a year ago and at the beginning of September deployed beacons at 97 of its stores to keep up with consumers’ preferences and as a way to bolster sales.

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