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FRAGRANCE MINIATURES "BRINGING A NEW CUSTOMER TO THE COUNTER"

This article was originally published in The Rose Sheet

Executive Summary

FRAGRANCE MINIATURES "BRINGING A NEW CUSTOMER TO THE COUNTER" at Dayton's, Hudson's and Marshall Fields stores, Dayton Hudson Divisional Merchandising Manager of Cosmetics Allen Burke said at the Fragrance Foundation's "Retailers Review of Christmas Past," held in New York City Jan. 25. Addressing the popular criticism of fragrance miniatures, which is that they cause established fragrance customers to "trade down" to buying lower priced items, Burke said, "I don't think that's the case." He continued: "We track average transactions and total transactions, [which] gives us a pretty good picture of whether or not we're selling the same customers something less expensive or if we are making a new customer. For us, the picture is clear; we are bringing a new customer to the counter."
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