The Perfume Shop has launched its first self-service store in Westfield Stratford City, as it aims to give customers more choice.

The fragrance retailer has removed its counter service to trial the new open-space format, which encourages customers to touch and smell the products.

It will bring the format to two further stores before Christmas before deciding whether to roll it out across the whole store estate.

Traditionally, The Perfume Shop’s 260 stores are designed so that the fragrances are located behind the till, stopping customers from being able to touch the products themselves.

The new store showcases the retailer’s efforts to develop its multichannel offer, as store staff use a specially designed iPad app to help customers choose the right perfume and provide further expertise in store. The app has been created by perfume expert Michael Edwards and is exclusive to The Perfume Shop in the UK.

The new store design also houses a dedicated consultation area.

Managing director Jo Walker said: “We are trying to offer an environment that works for all our customers, there is service and expertise, while the customer can also pick up the products and test them themselves.”

A large digital screen has also been installed to replace window posters and in-house point of sale.

Walker said: “We made the bold decision to not put any prices in window. It is a trial and it is not about us shying away from who we are [as an accessible fragrance retailer] but it is about building on who we are.”