In summary, KARMART focuses on 5 distribution channels in relation to sales and marketing:
1. KARMART Shop
KARMART shops focus on retail sales and operate as cosmetic stores under a multi-brand concept, presenting all KARMART beauty products under one roof, thereby giving rise to a One-Stop-Service beauty center. Consistent interior decoration comprising the corporate shocking pink shade is put in place to present a standard brand image to consumers.
KARMART shop is an important channel for the company, ensuring easy and convenient access to all KARMART products in mass markets. It is also a key channel through which the company continuously study consumer needs and build customer relationships, which is a strong factor to building brand loyalty successfully. Therefore, the company places great attention on organizing promotional activities for KARMART members regularly.
100% of KARMART shops fall within the franchise system whereby entrepreneurs or franchisees assume the role of shop operators, conclude outright sales with the company and possess discrepancy to implement customized marketing activities or offer discounts as per the need of individual KARMART shop. Franchisees are also entitled to adopt monthly promotional directives from the company. Every branch implements Point-of-Sale system centrally linked to the company and data feeds are centrally analyzed by the company to offer management support for each and every franchisee. A sales operating system officer who possesses KARMART Shop management experience will be present in each branch so as to provide technical store management support and ensure operations comply with the standards laid down by the company.
Currently, there are a total of 54 KARMART shops nationwide, of which 35 branches are standalone or retail shops and 19 branches exist in department stores' beauty hall zone e.g. The Mall and Robinson.
2. Traditional Trade or Dealer
Despite the rapid expansion of modern trade channel in the past year, the traditional trade channel remains a key sales generator for the company, thanks to the hard work which went into building the distribution network since 2009.
The remarkable network of traditional trade distributors aggregates to approximately 100 and spread extensively across the country. 2 main types of traditional trade distributors exist as follows:
- Retailers: comprise of cosmetic shop retailer, local supermarket, local convenience store and local pharmacies etc.
- Wholesalers: comprise of cosmetic shop wholesaler and large scale consumer products store etc.
3. Modern Trade
The past year witnessed a robust growth from the modern trade channels. This may be attributable to the increasingly stronger brand recognition of such systems accorded by consumers local and abroad. Presently, KARMART distributes through 4 main types of modern trade channels as follows:
- Convenience Store
Convenience stores offer advantages with the mass number of branches and the convenient locations which bring KARMART products closer to customers on a 24/7 basis. Our existing partners in this aspect include 7-Eleven, Family Mart, Jiffy, Big C Mini, Lotus Express, Pure, Tops Daily and Lawson 108 etc.
- Supermarket/ Hypermarket and Discount Store
Listed under this category are large scale retail stores which focus on offering huge product variety of moderate to high quality at affordable prices to mass markets. Examples of KARMART's partners in this category include Tops, Home Fresh Mart, Gourmet Market, Food Hall, Max Valu, Tesco Lotus, Big C, Mega Market, Makro, Beautrium, EVEANDBOY, Stardust and Beauty Market etc.
- Specialty Store
Focusing on consumables, pharmaceuticals, cosmetics, skin care and hair care products, specialty stores are gaining popularity with the middle and upper market segments in view of their friendly service, convenient locations and up-to-date product offerings. Currently, KARMART works with Watsons, Boots, Tsuruha, Ogenki, B2S, Be Trend and Loft etc. to distribute our products locally.
As a traditional form of direct marketing, Friday Catalog, 7-Catalog, His&Her Shop Smart and TV Direct etc. also play a significant role in distribution of KARMART products, especially to suburban areas which lack convenient access to other distribution channels.
Ventures into overseas export markets are carefully strategized following in-depth market analysis and the company has went great lengths to expand our household brands internationally. Export partners or potential business partners are generally divided into 3 groups: Sole Distributor, Distributor, and Joint Venture. To this point, KARMART has successfully secured 11 distributorships in overseas markets such as Singapore, Cambodia, Vietnam, Myanmar, China, Laos, Indonesia, Philippines, United Arab Emirates, Bangladesh and India, while establishing joint ventures in 3 countries, namely China, Vietnam and Malaysia.
Social Media is now the most important tool which empowers consumers to infiltrate the internet and tap on vast product information, thus enabling them to shop with the greatest convenience anywhere at any time. Therefore, the company designs and builds the online sales channels upon two critical founding aspects:
- Ability to provide immediate responses to customer needs
- Ability to build and maintain positive customer relationships to create brand loyalty
At the current moment, 2 types of online channels have been made available:
- KARMART Online Store:
- Instagram: Karmarts_onlineshop
- Line: Karmarts_onlineshop
- Online Partner Store: Shop@7, Lazada, Wear You Want, Robinson Online, Zalora, Weloveshopping and Line Shop etc.