Ch. 17 - Personal Selling

Personal selling is far more expensive on a per-unit basis than the other major tools of promotion: advertising, sales promotion and public relations. Personal selling is the most important way for selling products for Chanel because Chanel’s perfumes, bags, clothes, shoes, etc are not cheap. Actually it's too expensive. Customers are willing to buy fancy products when they are satisfied with a good advice and services. Also it will become relationship selling (consultative selling). Chanel service is great. The salesperson in Chanel will look for a potential customer who has the ability to purchase and explain the detail and some information about the product to the consumer. The salesperson in the Chanel department stores always demonstrate how to use the foundation and let the customer test the sample of the makeup foundation product. Chanel products are sold in big department stores such as: Macy's, Saks at Fifth Ave and more. Macy's offers great deals on Chanel's perfumes since their customers get a greater value; they tend to shop Chanel's cosmetics or perfumes at this department store. Chanel has good quality products which allow a good relationship with customer (brand loyalty); their clothing is beautiful and gives the customer the feeling that they can feel great wearing their brand. Chanel in relationship selling is motivating its customers to come back, again and again, by developing long-term relationship. In addition, mobile applications are available for purchase on itunes. These applications can be uploaded to the iphone or to ipods. On Facebook alone there are also over 500 groups that are based upon Chanel. Users are treated as a part of brand and their vision for company are evaluated.

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