Trevor Sumner, CEO of Perch Interactive, discusses how the retail marketing tech company created a dynamic fragrance experience for Macy's, as well as why today's department stores should focus on engaging, digital-rich, limited-time experiences to compete with their DTC counterparts

Department stores are continually experimenting with new formats and concepts to remain relevant and drive engagement in the face of tough competition from ecommerce and niche brands. While Bloomingdale's took a rotating carousel approach to its merchandising strategy, Selfridges has taken a live-theater tactic, integrating a space for events as well as a skateboarding ramp into its London flagship.

American department mainstay Macy's has experimented with various store innovations and experiences over the past few months, from Facebook and holiday popups to large-scale VR installations, and is now slated to launch an interactive fragrance experience to bring its beauty department to life this spring, made possible by retail marketing technology company Perch Interactive. PSFK caught up with Trevor Sumner, CEO of Perch, to learn about what dynamic olfactory discovery can accomplish for the retailer, as well as why he sees opportunity and a favorable future for department stores that focus on leveraging the excitement associated with in-store shopping and use their physical footprint to create unique, limited-time experiences.

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