Open up and Grow
Avon’s new Open up and Grow strategy aims to transform the business from traditional beauty direct selling channel to an omnichannel. With a purpose at the heart, and people as a marketplace, Avon focuses on the following key priorities:
- Reignite the brand
- Accelerate digital
- Open up relationship selling
Watch Me Now Campaign
Watch Me Now is Avon’s new campaign calling on people to reconsider their preconceived ideas about the company. Watch Me Now campaign includes a new visual identity and update to the Avon logo. Avon aims to use new digital tools to enable its beauty advisors to earn flexibly across social platforms.
The Avon Live Experience
Avon Live is a live shopping experience that allows customers to tune into live Avon shopping events. These events showcase featured products and exclusive one-day offers. The Avon Live experience helps combine the benefits of in-person and online shopping into one event.
Avon Live has a chat feature that allows customers to communicate with each other and get their questions answered in real-time. Each live event offers a specific set of Avon products that are discussed in detail by the hosts while also interacting with the attendees via chat.
Recruiting- The Digital Way
The Avon Grow mobile application helps sales representatives to manage leads easily and efficiently. This mobile solution gives easy access to a wide audience of prospects, helps to manage leads in real-time, and includes all the validations required for a successful onboarding process.
- Easily create dedicated recruitment pages and share them across social media channels so that new members can easily join the Avon team.
- Recruit new members with a paperless recruitment process, without the need for documents and emails.
- Monitor each individual lead journey in real-time.
- Store user data when the network is offline, and submit when online.
- Sync and access data of appointments and leads from the dashboard summary.
Avon offers personalized e-stores for its representatives. It allows customers to place orders at any time, at their own convenience. Avon e-stores allow representatives to give a personal touch on the platform with photos and information about themselves.
Connect Across Social Media
Avon helps representatives to connect with their customers instantly at one place through the Social Media Center. This feature allows representatives to share exciting content across social media, sell brilliantly, and promote the business like a pro. Social Media Center can be accessed across mobile, tablet, and desktop.
Automated Emails is one of Avon’s top tools. It assists representatives to connect with their customers through emails and share special offers, the latest promotions, etc. The tool sends professionally designed emails on behalf of Avon representatives, helping to drive sales with minimal effort.
Keeping Track of Key Dates
Avon’s ‘Key Campaign Dates’ allows representatives to sync the calendar with key dates. It helps in the successful selling of current and new campaigns and acts as a “To do” list and tracker. The calendar shows the following information:
- When to start selling
- Due dates of orders
- Shipping dates
- Campaign closing dates, etc
All Your Addresses at One Place
Avon’s ‘Your Address Book’ is a place to organize and track the details of customers. Representatives can import addresses from email accounts to the Avon address book instantly.
Productive Tracking System
To better understand customers’ purchase behavior, Avon tracks customers’ buying history, product faves, etc. Representatives can use this data to enhance the relationship with customers by suggesting new products and reminding them to replenish products. The purchase history also helps to target specific needs and customers for brilliant product matchups.
Following Up Effectively
With Avon’s ‘Follow-Up and Earn Tool’, sales representatives can follow up with lapsed customers, easily reconnect, and drive sales. Staying connected with recently inactive customers can improve chances at new sales. Track older customers, get in touch with exclusive offers and invites to draw them back.
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Accelerating our digital strategy is more critical than ever as the new normal we find ourselves in means that our consumers are increasingly looking for new ways to shop and connect, while our Representatives are looking for new ways to operate.
Vice president of Digital Platforms & eCommerce, Avon International.
We are opening up our Direct selling business to a personalized relationship selling business, creating a wording and long-term relationship with our representatives.
Digital transformation is critical to our Open Up & Grow strategy. By digitalising our Representatives and creating an omnichannel shopping environment, we will reach more consumers, with a personalised, high-touch, high-tech experience.
Look at all of the big trends that you see in the marketplace today around entrepreneurial culture, people setting up their own businesses, the trend in media towards micro influencers. All of these are what direct selling has been doing for years.
Chief commercial marketing officer, Avon
2020 : $3,500 million
Year Revenue 2015 6160 2016 5717 2017 5715 2018 5571 2019 4763 2020 3500
- Ranked #2 in 2019 DSN Global 100
- Best Health & Beauty Retailer in UK 2018
- Reader’s Choice Award 2018
- Award for Learning and Development in the 2021 Brandon Hall Group HCM Excellence Awards
- Ranked number 1 in the Polish cosmetics sector in the Top Brand award.
Est. Commission PayoutSecond: $0Minute: $0Hour: $0Day: $0Week: $0Month: $0Year: $0Dec 14, 2021Avon named amongst Top Trending Beauty BrandsSep 23, 2021Avon launches first Chinese mainland flagship storeAPR 29, 2021Avon Company sets digital retail ambitions on livestream shoppingMARCH 18, 2021Avon uses L.A. studio, social media to attract millennials28-Oct-2020Omnichannel Upgrade: Avon opens a first brick-and-mortar beauty retail shop in Los Angeles, California< >
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