Why Not Do A Cart Like Chloe in Your Perfume Store?

The essence of a traditional perfume counter is an invisible "professional barrier" : the high countertop, the neat bottle array, and the salesperson standing behind all silently declare that "this is a professional sales area", and the customer's posture naturally becomes that of a "consultant". The perfume cart, however, fundamentally overturned this setting.

The perfume carts designed by the Chloe brand are a very typical example. They have no closed glass, no elevated counters. On the open countertop, more than ten perfume bottles are lined up in a row, and the test strips are right at hand. Even the labels of the perfume bottles are clearly visible. Customers can approach, pick up the one they are interested in, slowly spray it on the scent test paper, get close to smell it, or even walk to the nearby floral decoration to compare the fragrance - without the salesperson's close watch and the pressure of "whether to buy or not", it's as natural as strolling in the garden and casually picking a flower to smell its fragrance.

Mobile display window

One of the most headache-inducing problems for perfume stores is that "even good wine needs publicity" : no matter how unique your fragrance is, it's hard to attract passers-by if it's hidden in a counter deep in a shopping mall. And the perfume cart is the best "mobile traffic entry point".

If you visit some perfume stores in your daily life, you will find that the placement of the box-counting carts is also very particular. Some are placed at the entrance of the shopping mall, some in the atrium, and even some are crowded between two counters of big brands - it doesn't need a fixed position. As long as the wheels turn, it can appear in any place with the densest flow of people. The small perfume car of the Chloe brand features a white and gold frame, brimming with roses and lavender, and can catch the eye at a glance in the noisy shopping mall. Cartier's small cars are even more remarkable. With their white roofs, envelope Outlines outlined by warm light, and perfume bottles surrounded by red roses, they look like exquisite gift boxes from a distance. It's hard for passers-by not to stop and take a second look.

Do you know what the most magical thing is? These perfume carts can also follow the event's "positioning" : when new products are launched, they are pushed to the most prominent position at the entrance, attracting curious eyes with a table full of new fragrances. On Valentine's Day, dress up Cartier's cars with more red roses and turn them into "love fragrance check-in spots". During the member salon, it is pushed to the rest area and turns into a dedicated fragrance tasting experience zone. This flexibility has transformed the originally fixed store space into a "traffic magnetic field" that can be adjusted at any time, turning passers-by into people who stop by and then into potential customers willing to try the fragrance.

"Install on wheels"

The perfume cart of the "Atelier des Fleurs" series of the Chloe brand, from its name to its design, tells the story of the "Garden Workshop" : retro wooden wheels, like the floats on the streets of Paris in the 19th century; The soft tones of white and gold echo the brand's classic nude color packaging. The countertop and between the shelves are crammed with real flowers such as roses, lavender and chamomile, each one saying, "Our perfume comes from the garden." Even the storage drawers are hidden behind the floral arrangements, which is both practical and does not spoil the overall romantic atmosphere.

Cartier's scented car is another kind of ultimate: the white roof is like a top hat, the golden frame exudes the delicacy of jewelry, the envelope outline outlined by warm light, and the perfume bottle surrounded by red roses and dried flowers, perfectly replicating the brand's "love letter" of romance and luxury. When customers stand in front of such a small car, what they smell is not just the perfume, but the entire brand's story - this immersive aesthetic experience will make the memory point last longer than the fragrance of the perfume. Even if customers don't buy it today, the next time they see similar floral arrangements or wheel designs, they will think, "Oh, that's Chloe's perfume cart."

"Passive waiting for customers" or "Active seeding"

• Open display

The sales logic of traditional perfume stores is "waiting for customers to come" : only when customers approach the counter do the salespeople start to introduce things, and the conversion rate depends entirely on luck. And the perfume cart has turned sales into "active seeding". Because of the open display of the small car, it is itself a kind of "temptation" : you don't need to ask "Is there this fragrance?" It is right in front of you, the scent paper is at hand, and your curiosity will push you to take and smell it. I have seen too many customers. They were just passing by at first, but were attracted by the floral arrangement in the car. They picked up the scent paper, sniffed it, and then started chatting with the salesperson about the top, middle and base notes of the perfume. Finally, they left with a bottle of perfume in their arms.

• Hierarchical design

The layered design of the perfume cart shortens the "grass-planting - conversion" chain: the upper layer is the perfume tasting area, filled with perfume bottles that can be directly tried. The lower level is the inventory area, where the packaging boxes are neatly stacked. When customers try something they like, the sales assistants no longer need to go to the warehouse to search. They can directly take it out from the lower level, and the packaging and payment can be completed in one go, reducing the loss rate of customers who "don't want to buy after waiting too long".

• Unobstructed

Without the barrier of a counter, sales assistants can stand beside customers, smell the fragrance together with them, talk about the creation story of this fragrance, and discuss the scenarios where different scents are paired - this kind of friend-like sharing is far more touching than "This one sells best". In front of Chloe's car, I heard the salesperson talk about the inspiration for the mimosa fragrance coming from the spring in the south of France. She mentioned that she usually sprays this fragrance on her scarves, and when the wind blows, there is a faint scent of grass and wood. That sincere sharing almost made me take out my wallet.

Good design detail

For instance, the wheels: Chloe's car is equipped with retro large wheels. The white rims are paired with golden spokes, which are both good-looking and stable. They won't shake when pushed, and even if placed in a crowded area, there's no need to worry about them being knocked over. Cartier's small cars are equipped with thinner spoke wheels and golden rims, which make them more exquisite and in line with the brand's luxurious positioning.

For instance, in terms of lighting: Chloe's car uses soft warm light, which shines on the perfume kiosk bottles. This not only highlights the transparent texture of the bottles but also avoids the dazzling cold light from the counter, making the entire scene more cozy. Cartier's small cars are even more remarkable. They feature envelope Outlines outlined with warm light, looking like small lamps at night and standing out strikingly in shopping malls.

For instance, in terms of storage: Chloe's small car hides the inventory box behind the floral arrangement on the lower layer. This not only doesn't spoil the overall beauty but also makes it convenient for sales assistants to replenish stock at any time. Some small cars are also designed with drawers. When pulled open, the packaging box can be obtained, and when closed, it returns to a neat state, perfectly solving the problem of "both good-looking and practical display of goods".