4/05/06

Scentiments seeks greater allure through aggressive marketing

The online purveyor of perfume and cologne is boosting marketing plans in an attempt to differentiate itself in “oversaturated” vertical.

Bill Briggs , Senior Editor

Scentiments is hoping continued aggressive marketing will be the fragrance that attracts more shoppers to Scentiments.com.

The company this year will increase marketing efforts to maintain its exposure as well as find new customers via search engine marketing and search engine optimization. Executives now are narrowing down the list of vendors to provide SEM and SEO solutions.

The health and beauty sector is an extremely competitive space-all the merchants are selling the same exact products, says CEO Howard Wyner.

“It seems like every day a new fragrance e-commerce site comes into play. The market is oversaturated,” Wyner contends. “As such, we try to maintain a competitive edge through aggressive marketing. And we pay attention to all e-retailer newcomers, as product price is the driving factor in this marketplace.”

On another front, Scentiments, No. 308 in the Internet Retailer Top 400 Guide to Retail Web Sites, is in the midst of a site and back-end management redesign, Wyner adds. “I would call it a complete overhaul.”

Company sales climbed 22% in 2005 to $10.9 million compared with $8.9 million in 2004.

Topics:

business finance, marketing, search engine optimization, Technology Internet, Wyner

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