How A Wholesale Perfume Reseller Can Fail: A Negative Case Study

In a Texas mall, there’s a small perfume store that doesn’t seem to be selling much perfume. That’s probably because it’s doing everything wrong. Ordering wholesale perfume is the first step in a selling process that involves many aspects.

Let’s look a little closer at what this Texas wholesale perfume reseller is doing wrong that’s limiting its success. At a quick glance, we can see at least four things the company and it’s employees are doing that doesn’t fit the model of a successful retailers:

1. There’s nothing to catch people’s attention.

This mall perfume shop is located in a corner location near Sears and across from a vitamin store, and it should be more successful than it is. But all the perfume is locked inside glass cases even though crime isn’t a major issue in this mall. And there are no testers out. Plus, they don’t bother with nice displays designed to catch attention. Things are arranged as they would be in a warehouse, not like a retail store.

2. The place doesn’t look clean, new or modern.

The owners of the store moved into a location that had previous sold luggage and sold other merchandise before that. And they didn’t do much other than bring in their glass cases. They didn’t even clean the carpet, leaving a large stain in full view of customers. They finally covered it with a rug, but why not update the place a bit to show customers they care about doing a good job?

3. The staff stay behind their counters.

No one who works there is friendly or outgoing, so the few customers who do walk into the store don’t know what to do next. Employees don’t suggest merchandise, offer samples or steer people toward things that are on special or with which the store is overstocked. In fact, workers sometimes don’t bother to great customers, so how can they expect to make a sale if they never even make contact? You can’t turn wholesale perfume into retail sales like that.

4. They break rules and annoy people.

Often, the two employees can be seen sitting down watch DVDs and smoking during business hours. The smell of smoke in the shop masks the smell of the fragrances, decreasing the likelihood of sale. Plus, they’re breaking mall rules by smoking inside, running the risk that they could be forced out before their lease is up, losing any chance of making a profit. Never mind that the sitting, smoking employees should be stocking shelf, cleaning or greeting all the potential customers that are getting away.

Across the hall from this perfume shop is a women’s clothing shop that changes its discount signs every day and always has a friendly woman standing in the door reminding customers who pass by what’s on sale that day. For every dozen or so greetings, she gets someone to slow down and perhaps come in.

At the mall perfume store we’ve been watching, we think some great displays, compelling signage and interactive sales clerks might just move some wholesale perfume, turning it into profits to feed the family of the owner and pay the mall’s high rent.

But wholesale perfume — no matter how affordably it’s being offered — doesn’t just sell itself.

Leave a Reply