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Service does Mecca’s marketing

THE arrival of national cosmetics phenomenon Mecca Cosmetica in Perth is delivering a new retail experience for Claremont shoppers.

In terms of its marketing strategy, in a tough fashion retail environment Mecca has shunned traditional advertising, relying instead on the power of persuasion.

Headed by Jo Horgan, Mecca Cosmetica is a stand-alone cosmetics concept store that stocks a range of international and local independent brands.

Service is integral to the Mecca Cosmetica business plan – at any one time there are five sales staff on the floor in the store in Claremont.

“It’s a high service environment,” Ms Horgan said

“As far as staff are concerned the concept is to get someone who’s truly interested in solving someone’s needs.

“Mecca is regarded as having the best staff in the industry.”

The high level of service serves as a powerful marketing tool for the company.

Mecca Cosmetica does not undertake any advertising, relying instead on word of mouth about their products and the service.

Because Mecca Cosmetica stocks a range of different brands there is none of the department store pressure to buy a number of products from the one range.

“The only way I make a decision about a product is if it’s the right brand,” Ms Horgan said. “I feel it’s very important not to let logistic issues get in the way.”

Although a low Australian dollar has pushed up the cost of importing international brands Ms Horgan insists on sourcing only the finest products.

“If we can survive and thrive with the dollar this low we can survive anything,” she said.

“The Mecca platform is inform, educate and entertain.

“We don’t do any advertising. We believe the most important dialogue we can have is to give people the opportunity to sample the products.”

The first Mecca Cosmetica store opened in Melbourne in 1997. By the end of this year there will be 10 outlets nationwide.

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