Chapter 14: Marketing Channels and retailing

    Cartier is a name synonymous with extravagance.  The maison prides itself on being an ultra- luxury, high end jewelry company that can only be bought through authorized Cartier dealers, Cartier boutiques, or from Cartier's website which is assessable from all over the world. The company uses exclusive distribution in order to maintain their image of high luxury and exclusivity. Cartier boutiques are specialty chain stores that are owned by Cartier SA  and are operate in over 125 countries. These boutiques offer a high level of service and customer assistance to assure the best possible in store experience, with employees who are trained to answer any client questions that may arise. Cartier boutiques around the world aren't standardized in terms of the collections that they have available in stores. However, the flagship locations, such as the one located on 653 5th ave in New York,  and on 13 Rue de la Paix in Paris, offer a wide assortment of jewelry pieces from all Cartier collections.

Interior design of the Cartier boutique located at the iconic location of 13 Rue de la Paix

   Cartier boutiques can be found in the world's most luxurious and elite neighborhoods such as Fifth Avenue in Manhattan, which is known as the avenue of designer, ultra-luxurious shopping, and  Paris' Rue de la Paix, which was considered the most expensive street in Paris and the heart of Parisian elegance, dating back to the late 1890s. Cartier can also be found in the heart of Monaco, which is home to the richest people in the world thanks to the tax less nature of the country, with property averaging at 23,500 euros per square meter, as well as inside the Paradise Island Resort in Bahamas, among many other locations with a concentrated amount of capitalistic and upper middle class population.

Cartier boutique in Monaco

Cartier boutique in Atlantis resort on Paradise Island

Cartier boutique on 5th Ave in Manhattan

     The elegant boutiques are strategically located in areas that are known for elegance, luxury, and extravagance. Cartier boutiques have a lavish and sophisticated setting, whether outside or inside of the boutique. Upon entering a Cartier boutique, the customer is enchanted by the royal treatment that they are greeted with. The atmosphere inside Cartier boutiques portrays a sense of timeless elegance, grace, and sophistication. Although the interior design slightly varies from location to location, the general atmosphere is the same in every Cartier boutique. Cartier boutiques have an elegant modern decor, with organized, neat, and near sterile display cases and employees that look well groomed,neat, and friendly, dressed in business casual attire. The employees at Cartier are truly able to answer almost any question the customer may have ranging from questions about the significance of the collection to those about what clarity each stone is without hesitation in a polite and friendly manner.

Interior of Cartier boutique in Cancun

Cartier interior in Singapore 

Cartier boutique interior in Lucerne, Switzerland

      Upon visiting Cartier's flagship store  located on Fifth Avenue in NYC,  the customer will have an unforgettable experience. The boutique is located in the heart of the luxurious shopping district on 52St and 5th Ave, close to the famous Rockefeller Center where the customers are greeted by a well dressed doorman who opens the door for them upon their arrival and departure from the boutique. The boutique itself is a large, well organized area that has beautiful furniture and displays with a modern and elegant touch.  The exterior of the store features displays of some of their most famous jewelry pieces, and in the winter time , The exterior of the store is decorated with huge red boxes, an exaggeration of those that the customer receives with the jewelry once purchased as well as a big red ribbon with a bow going across the building of the boutique. Cartier employees greet customers with a warm welcome and immediately offer to assist them. When taking jewelry pieces out of the display, Cartier employees pick up the jewelry wearing a glove, not their bare hands.  After showing the customer the piece they asked about, the employee  suggests items that would compliment the piece(s), without sounding pushy or forceful. The employees ask the customers what their budget is in order to help them find items that fit their budget needs. Due to that fact that this location is indeed a flagship boutique, it is better equipped with a full staff that can handle very high volumes of customers simultaneously then a smaller boutique would. During the holiday season, Cartier employs more people in order to meet the demand of the holiday season. The overall experience in this boutique leaves the customer feeling like they experience a piece of the the royal life, enchanting them and captivating their heart with the timeless elegance and extravagance that is Cartier.

Cartier's exterior design around Christmas (Old Bond Street)

Cartier's exterior design around Christmas time(5th Ave location)