Trulooks’s Dilemma: To Change or Not to Change Its Distribution Channel?

• Main Authors: Mohd Fauzi, Waida Irani, Arshad, Darwina, Khamaruddin, Munirah
• Format: Teaching Resource
• Language: English; English
• Published: 2021
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/29679/1/14268_TC.pdf; https://repo.uum.edu.my/id/eprint/29679/2/14268_TN.pdf; https://repo.uum.edu.my/id/eprint/29679/
• Institution: Universiti Utara Malaysia

Trulooks beauty and cosmetics was a local brand company in Malaysia. It started the operation since 2015 with small-scale enterprise and headquartered in Kangar, Perlis. It is a new grow local brand which produced beauty cosmetic for both gender with a reasonable price. Trulooks beauty and cosmetics was developed by two ladies name Miss Adibah binti Abdul Bari and Miss Julia Suhaila binti Lah. Adibah, the founder of Trulooks faced a dilemma after meeting one of her loyal customer. The customer suggested that Trulooks should consider opening its own beauty outlet. The customer felt that she needs to have a personalized experience before purchasing a cosmetic. Currently, Trulooks cosmetic solely is being distributed through online marketing. In order to fulfil the customer demand, she has to scan the environment whether it is feasible to open a beauty outlet or maintain with online business. While online shopping continues to grow and evolve, there will be an important place for bricks and mortar stores in consumers buying experience. Consumers need to interact with the product in real life and value personalized experience. The ability to see, touch and feel products is one of the many reasons consumers choose to shop in stores versus online. Consumer like to interact and need advice from the sales associates in their purchase journey. Thus, as this need persist, Trulooks need to think in adding more channel in their business to compete and increase their sales in future.