Independent Retailer - Candles Sniffs & Gifts

Aromatize are champions of the independent retailer. Many of our customers have grown their businesses alongside ours, facing and overcoming the challenges that have been thrown at the retail industry.

As a wholesaler, we always try to support our customers as much as possible and ensure that our friendly staff are on hand to resolve any issues quickly.

The retail industry has been turned on its head over the last few years with many businesses having to create new strategies to reach their customers.

We thought it would be interesting and useful to share a moment with some of our amazing independents to see what is helping them to thrive.

Working alone in her Peterborough workshop, Marina has been an Aromatize customer since the inception of her business in 2015. Back then, the concentration was on the candle market but this has changed drastically over the last few years.

“When we first started trading there weren’t many other retailers selling wax melts or burners. Electric burners were hardly around at all. Since then, we have really moved in to the burner market with customers shifting towards electric from tea light. Reed diffusers seem to have been a constant throughout this whole time and are still popular now.”

Marina’s website has one of the highest conversion rates in their sector and around a 35% customer return rate. She believes this is in part to incentives she rewards her customers with for their photos and reviews, however, offering the best customer service and great products to a market that grows more demanding year on year has also paid dividends. Marina’s favourite range? The mini wall plug-in burners.

“They’re at a price point which is affordable for nearly all, providing a little treat for our customers without breaking the bank and there are lots to choose from.”

Marina doesn’t let the competitive market phase her and encourages others to be persistent and resilient. She has found that competition is a good thing and has made some great friends in the industry.

“Networking is great, you wouldn’t believe what happens when you just talk to people. One of my best business relationships came just from answering an email on a Sunday.”

While Marina works hard, she also enjoys the flexibility that being her own boss brings, fitting her working hours around her family life.

 

Keep following us throughout April as we bring more business insights to our blog.