How a dedicated optimisation programme helped Fragrance Direct delight its customers Case Study + 21% Revenue Uplift (2020 vs 2019) + 20% Number of Transactions (2020 vs 2019) ROI in excess of 17 : 1 via Experimentation (2019/2020) Fragrance Direct is a UK-based pure-play beauty retailer who has been operating since 1993. It sells over 14,000 products across 600 big- name brands, designer labels, and high street favourites. In addition to fragrances, Fragrance Direct sells makeup, skincare, and haircare products from both every day and luxury brands. Fragrance Direct has been partnering with AB Tasty for over 2 years, and for just under 2 years with Endless Gain. The Objective To improve Fragrance Direct’s customers’ experience and generate the business more sales an

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