Chapter 14: Marketing Channels and Retailing

Swarovski Crystals aim to have they're consumers create an emotional bond with their products, specifically with Jewels and Crystals. Swarovski's target audience include female's aged 20-30, urban, who are young, educated and employed professionals; should also have a relationship status of single, engaged or in a relationship, with this the company keeps up their luxury image. What is important in a target market is knowing how to efficiently target the consumers who would benefit your company. Price is a huge factor that comes into play. Swarovski is seen as a luxurious brand, they hold up a prestigious image and offer very high prices for their products. None of the jewelry products go under the price of $100. 

The presentation of Swarovski stores manage to uphold the image they intend of promoting, the color scheme is usually white, this color gives off a sense of serene peacefulness. Most things are clear - glass is commonly used around the stores showing in its decor and physical layout. 

Marketing channels reduce the number of required transactions by a consumer, to save the time of interested buyers Swarovski has collaborated with stores such a Macy's, Bloomingdales, Sears and Nordstrom to advertise their products to a wide range of audience, even ones who aren't interested eventually will get attracted to the jewelry section. 

Online shopping is also provided for Swarovski customers, a strategy most commonly used are multiple sales that can only be found online rather than in-store, this is to boost online revenue and keep customers interested in what the store has to offer from the comfort of their technological devices.