Bath & Body Works Bets On Scent To Win Gen Z

Gen Z’s In-Store Shopping Preferences 58.8% of Gen Z prefers in-store shopping to physically experience products before purchasing, driven by the desire to touch, feel, and test items like fragrances and beauty products.

44% visit brick-and-mortar stores for inspiration, surpassing other generations in blending digital research with tactile validation.

51% prioritize buying food/drink in physical stores compared to 57% who prefer online clothing purchases, reflecting category-specific preferences The Power of Sensory Retail Scent products represent a unique category in retail.

Unlike clothing, electronics, or even cosmetics, fragrance remains stubbornly resistant to digitization. No website can adequately convey the experience of sampling a new perfume or candle. Bath & Body Works has recognized this advantage and is leveraging it strategically…