CH.14 Marketing Channels and Retailing

Marketing Channels and Retailing


Notice that Mary Kay has not adopted  special store. The Mary Kay company does not have any in-store retailing. Its selling strategy is direct retailing by giving away Mary Kay Pink cars to its retailers who are independent beauty consultants. In order to compare its marketing channels and retailing, I had to visit its competitors gathered in a department store such as Macy's.

  
    Macy's Herald Square

My visit was at Macy's, the world largest department store located at Herald Square in the heart of New York City where thousand of people do their errands everyday. It is a shopping store always crowded of visitors, tourists and consumers. Macy's is a chain store that operates in retailing mix.  My choice to visit Macy's was because there was a bunch of cosmetic product brand names sold there and mostly all Mary Kay' s competitors were represented.

151 West 34th Street  New  York, NY 10001 

        (between Broadway and 7th Avenue)

My first destination as I entered the store was the Mac makeup counter, which is in the lobby of the store.

It is a place that drags in both genders and it is always busy. There were a lot of people who where waiting to get their makeup done. I was the fourth person on the waiting list although there were eighth  people who were being taken care of. After about an hour of waiting, Nancy the beauty cosmetic representative of Mac came to me  and did my make up in a professional way. The makeup was so flawless that it made me buy one of the products the consultant used on me.

My next step was at the Clinique cosmetic Counter, located in front  and across from Mac cosmetics. Clinique is specialized in skin care products. It is another variety of skincare facial which is a lot of Mary Kay products and the first step to try Mary Kay cosmetic products. Olga, the Clinique representative tried to sell me a product by using the retailing mix strategy, but I resisted at her offer.

In addition to making my beauty by the two  Mary Kay' s competitors, I noticed the greatness of intensive distribution that the management of Macy's has put on place. Comparably to Mary Kay strategic, which is direct retailing, telemarketing and online retailing,  Macy' s has incredible retailers who make the store success on his Marketing channels and retailing.