Selective+Distribution

Selective Distribution: This is part of the market coverage segment when considering the channel design for a firm. Selective coverage is when a product is available in only a few outlets in a particular market. The reasoning behind the selection is to maintain the products image or to maintain the required service (s) that accompany the product.

Example #1: Lancome Cosmetics: This cosmetics brand is available in only a few select locations such as deparmtnet store, sephora and a select few shoppers drug marts. The reasoning behind this is to have the product available enought for consumers to purchase, but to keep and air of prestige as Lancome is a higher end cosmetic. As well often Lancome will offer a free make-up demonstration or application with purchase, so the distribution outlets must be able to provide this service.

Example #2: Mavi Jeans: This Jeans brand is available in only a few select stores such as Jean Machine and Bootlegger/Rickis. As is the case with Lancome Cosmetics, they want their product available for their consumers to purchase, but they also want to keep a sense of class and prestige about their jeans since they are more expensive than many of their competitors. Distributing them in only a few select store says to the consumers that they are not a dime a dozen brand and should be sought after.

Source: Channel Design and Selection PowerPoint

Christy MacRiner