The Perfume Shop has tapped one-to-one retail media ecosystem, Optimo, to provide personalised advertising solutions for its customers.

Using Optimo, The Perfume Shop plans to deliver highly targeted ads across both its online and in-store platforms.

As part of this initiative, the retailer will introduce a new retail media proposition, featuring one-to-one targeting capabilities and analytics tools.

The company stated that these features will enable it to create “more meaningful connections with their target audience while measuring campaign effectiveness in real-time.”

The Perfume Shop will begin by launching sponsored products as the first phase of the proposition. Future phases will include app-based advertising, onsite display, and video.

Managing director Gill Smith said: “The launch with AS Watson Optimo represents a transformative step forward for The Perfume Shop.

“By integrating its 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.”