In summary, KARMART focuses on 5 distribution channels in relation to sales and marketing:
Presently, KARMART distributes through the following modern trade channels:
- Convenience Store
Convenience stores offer advantages with the mass number of branches and the convenient locations. Our existing partners in this aspect include 7-Eleven, Family Mart, MaxValu, Jiffy, Big C Mini, Lotus Express, Tops Daily, CJ Express and Lawson108.
- Supermarket / Hypermarket and Discount Store
Listed under this category are retail megastores which focus on delivering wide variety of products from moderate to high quality with affordable prices to mass markets. In addition, KARMART’s partners in this category include Tops, Home Fresh Mart, Gourmet Market, Food Hall, Tesco Lotus, Big C and Makro.
- Specialty Store
Focusing on consumables, pharmaceuticals, cosmetics, skin care and hair care products, specialty stores are obtaining popularity in view of their friendly services, convenient locations and up-to-date product offerings which can be considered as one of the high-potential sales channels with apparent sustainable growth. To this end, KARMART currently distributes through Watsons, Boots, Beautrium, EVEANDBOY and Hej Street as well as affiliate stores such as Beauty Buffet that presently operates more than 200 branches.
Focusing on general consumers, unique products well suited to the mass markets are selected for publication and sales via catalogs such as Friday Catalog, 7-Catalog, etc.
KARMART shop is an important channel for the company, ensuring 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 critical factor contributing to continuous enhancement of brand loyalty.
Formerly, KARMART shops operate under 2 types of business models, namely 1. Fully-Owned Investment Stores and 2. Franchise Store. However, from year 2019 onwards, the Company has been gradually reclaiming franchise stores in order to maintain and/or improve the efficiency of store appearance and management as well as inventory organization. The Company also plans to develop CRM system (Customer Relationship Management) to appreciate customer relationship in the long run through automated and systematic data monitoring and analysis, whereby outputs of current store management systems which integrates pricing and promotion are upgraded.
At present, there are a total of 60 KARMART shops nationwide, of which 27 branches are standalone or retail shops, and 33 branches are in department stores’ beauty hall zone such as The Mall and Robinson.
Traditional Trade or Dealer
Despite the rapid expansion of modern trade channel, the traditional trade channel remains a key sales generator for the company by virtue of their strategic locations across the entire country, some of which lack the presence of modern trade channels because of the relatively lower population density etc.
In addition, the remarkable network of traditional trade distributors aggregates to approximately 800 and spread extensively across Thailand which could effectively reach all target customers. This sales channel can be broadly sub-categorized as follows:
- Retailers: Cosmetic shop retailer and local supermarket, convenience store, hair salon, pharmacy, as well as hotel, spa and tourist souvenir shop etc.
- Wholesalers: Cosmetic shop wholesaler, consumer products megastore, distribution center etc.
- Distributor: Dealers of relatively bigger operational scales and who distribute comprehensive variety of product across Thailand.
Ventures into overseas export markets are carefully strategized following in-depth market analysis and the company went to substantial 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. At present, KARMART has successfully secured 16 distributorships in overseas markets such as Singapore, Cambodia, Vietnam, Myanmar, China, Laos, Indonesia, the Philippines, United Arab Emirates, Malaysia, Taiwan, Iraq, United State of America, Hong Kong, Russia and India, while establishing joint ventures in Vietnam.
Social Media is currently the most important tool influencing consumers’ buying behavior, and KARMART ensures our marketing efforts successfully infiltrate the internet with vast product information, thus enabling consumers to shop with the greatest convenience anywhere at any time. The company designs and builds the online sales channels upon critical founding aspects of providing prompt responses to meet customer needs, building and maintaining positive relationships with customers as well as increasing brand loyalty.
There are 3 types of online channels which have been established presently:
- KARMART Online Store: www.karmarts.com
- Social Commerce:
- LINE Official Account: @karmart and @karmarts_onlineshop
- Facebook and Instagram Official Account: karmartsclub
- Facebook and Instagram Account of other KARMART’S house brands
- Electronic Marketplace: Lazada, Shopee, Konvy, ShopAT24, Looksi, JD Central, Weloveshopping, 411, Line Gift Shop, Shobshop, Buzzebees, etc.