When Yankee Candle was founded in 1969 with a vision to be the Disney Land of Scents. While they are known as a playful brand that sells every scent you can imagine, there is one thing that holds them back from realizing their vision.
Yankee Candle stores don't create the feeling of wonder. With promotional banners covering every window, it's hard for foot traffic to wonder what scents they might find inside.
When speaking with store managers, we learned that they don't have a shared system for organizing and displaying products in the store.
"Whenever something gets shipped in, we just find a place for it in the store."
Shoppers said they felt overwhelmed and confused because most of the candle jars were left open and everything was organized by color. While organizing products by color might be easier, it creates problems for customers and takes the joy out of candle shopping.
In order to be the Disney Land of Scents, we needed to build an immersive environment that places candles at the center of the experience.
We want visitors to wonder about what fragrances are in the store and feel curious if there is the right candle for them.
Attracting New Customers
The Fragrance Wheel