Natura is building an integrated ecosystem within its business network through an omnichannel marketing strategy. This strategy works with the implementation of relationship selling, retail, and E-commerce simultaneously.
In 2020, Natura’s omnichannel vision and the rapid deployment of new digital tools were pivotal in helping them navigate through the pandemic crisis. Their business model, powered by people and technology, delivers a personalized shopping experience to its customers anytime, anywhere, through multiple channels and touchpoints.
More Digital Relationship Selling
Natura has empowered the majority of its consultants in setting up their own digital stores. They have expanded their digital presence with 1.6 million of their consultants engaged in their digital platforms(website and mobile application). Digital applications streamline the routine tasks of consultants (inputting and consulting orders, issuing payment orders, among other options), allowing them to spend more quality time with customers directly or virtually.
Personalized Customer Experience With CRM Tools
With CRM tools, Natura consultants have access to key information about their customers' buying habits. This helps them to understand their customers better, implement activation measures, and provide personalized promotions.
Minha Divulgação for Virtual Channels
Natura has developed a new feature called Minha Divulgação to boost sales conversion across virtual channels. Consultants can utilize this feature to improve the brand experience by creating and publishing personalized content across Facebook and Whatsapp, using the image library provided by the service. 24% of the customers in Brazil used the service more than twice a month. Minha Divulgação will be accompanied later by multimedia content such as videos, produced by actual consultants.
Financial Inclusion of Consultants
Natura emphasizes financial inclusion among its consultants, and bankarisation. In Brazil, they have offered a 100% digital bank account to its consultants. This account can be opened and managed directly with the Natura website or the digital platform. The financial inclusion is aimed at increasing the productivity and income of consultants.
Natura has partnered with financial institutions to empower the initiative. The service also offers acquisition of portable card terminals so as to meet the growing demand among customers who prefer credit and debit cards to complete their purchases. Earnings made by consultants from the sales on their virtual stores are credited directly to their digital bank account, as is the balance from the face to face sales made using the card terminal. Funds in this account can be used to make purchases with Natura cards, pay bills, withdraw and transfer money.
As part of Natura’s digital and financial inclusion strategy, they have launched a proprietary and scalable financial services platform called &Co Pay. Consultants can also make use of other services such as debit and credit cards, loans, microcredit, and loyalty programs.
Training Sessions for Consultants
Natura understands the importance of training its consultants to maximize their growth and productivity. They have conducted more than 3.6 million virtual training sessions. Natura reformulated courses for beginners and became 100% virtual to ensure more focus on digital training.
In Mexico, Natura launched podcasts on Spotify to improve the engagement of consultants. These can be accessed by anyone who wishes to know more about the business model. With the episodes lasting 30 minutes on average, the podcasts are simple, humorous, and include talks about how the model works, how to build valuable relationships, the differentials of the Natura brand, and how to organize finances, among others.
Natura organizes a series of engagement actions. This includes the Annual Encounter. The Annual Encounter brings together a large audience (co-workers, consultants, leaders and end consumers) to talk about their ambitions and their plans to achieve those. The occasion also recognizes the consultants for their achievements and continued support over the years.
The Natura Experience Centre
Natura aims at eliminating deviations and providing the best possible service for consultants by monitoring information related to logistics, product availability, and real-time monitoring of systems and technologies. This is the key function of the Natura Experience Centre. The team is reinforced with new members whose responsibility is to minimize the impact on consultants by monitoring and enhancing the key business processes, and reacting rapidly to new problems.
Nat, the Virtual Assistant
Natura has developed a virtual assistant called Nat. Nat was introduced through social media and now completely controls the official Natura account on Twitter. Nat provides agile responses to the doubts of the consumers, consultants, leaders, and business managers. Nat acts both as a virtual customer service assistant and a digital influencer, helping Natura to get closer to the youth audience and remain hyper-connected.
Natura uses social selling to build customer relationships. Their social selling platform has empowered its consultants to stay engaged in the business during the pandemic restrictions.
My Post - Interactive Brochure
Natura has developed My Post, an interactive brochure that can be shared across instant messaging and social media platforms. My post comes with a media library that helps to build customized content.
Natura eagerly works on strengthening its e-commerce to meet the increasing demand in online purchases from home. Natura has developed partnerships with influential curators in the United States and has started selling its products through Amazon.
Natura has launched concept stores as a part of its brand’s program to transform its own stores by customizing them for an enhanced customer experience. Customers get more opportunities to test products, which can contribute to the brand’s multichannel sales. Visitors will be able to:
- Test Natura perfumed products with perfum.Ar digital solution
- Visit an Amazon community with virtual reality glasses
- Measure their skin’s hydration
- Analyze strands of their hair
- Personalize gifts in the Gift studio
Testing Fragrances Digitally
Natura is supplying its brick-and-mortar stores across Brazil with electronic devices that spread fragrances on demand. These devices are similar to digital tablets and act as alternatives to paper catalogs. Digital fragrances contribute to limiting the number of testers and samples across the stores, providing a hygienic alternative.
Okay Google, Talk to Natura
Natura is empowered by Google’s voice assistant as a tool for customers to make purchases. Customers just need to say ‘Okay Google, talk to Natura’ to search and purchase Natura products, with payment through a bank slip.
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One of the missions we are pursuing is understanding this all-new dynamic of social selling and social commerce and live commerce and all sorts of digital apparatus that people are using to sell, to convince consumers to buy our products.
Content and Communication VP, Natura &Co
We were a social network before social networks existed; they’ve been dialed up with digital tools [now] that actually amplify the reach of that business model. We actually helped many of our consultants up their capabilities in digital — so, their skills using digital tools and actually be[ing] able to sell in this environment.
Chief Brand, Innovation, International and Sustainability Officer, Natura
Now the vast majority of our consultants interact with their customers and with us on a mobile digital platform. There, they get all the information they need about products, release dates, and discounts. They can get in touch with their supervisors and their customers. They can share content, collect orders, and so on…. and they can offer payment solutions. They can do all that online. And we’ve embarked on this journey together with them. Our model also allows the best of our consultants to build their own businesses.
—João Paulo Ferreira
Natura's Social Selling believes that life is a chain of relationships even in the digital environment. The screen that splits is the same that can unite and social networks offer a thousand possibilities for our Beauty Consultants to show their work, and thus, being able to generate more and more value for them!
Social Selling Manager, Natura
Our continued efforts to accelerate the digital transformation of our businesses enabled us to largely offset store closures, ensure business continuity and deliver market outperformance during a period in which much of the world faced continued lockdown measures.
Executive Chairman and CEO, Natura
Over time, we realized that, even though the sales channels were undergoing a profound transition with the arrival of digital, the pillars of our business model were still highly valued by customers: assistance and experience. In this sense, the key to the prosperity of the business was to bring together all these strengths in a single ecosystem that offered convenience, but without losing the essence of Natura, which are human interactions.
VP of Platform and Business, Natura &Co Latin America
2020 : $7,60 million
Year Revenue 2015 2410 2016 2260 2017 3090 2018 3370 2019 3660 2020 7160
- Ranked #6 in 2019 DSN Global 100
- United Nations (UN) Champion of the Earth 2015 Award
- Winner of Cosmetic Executive Women’s (CEW) Excellence in Sustainability Award
- Vietnam Association of Functional Food (VAFF) granted the Golden Product for Public Health Award
Est. Commission PayoutSecond: $0Minute: $0Hour: $0Day: $0 millionWeek: $0 millionMonth: $0 millionYear: $0 billion
Subscribe to our Latest News!December 13, 2021Natura’s chief brand officer: ‘We need to create a better today – not a better tomorrow’November 9, 2021Natura chairman urges Brazil to be more ambitious on climateAUGUST 14, 2021Natura &Co / Avon: Strength in NumbersApril 08 2021Dow Collaborates with Natura on Strategic Sustainability Project in BrazilJun 15, 2020Natura &Co unveils its Commitment to Life for 2030FEBRUARY 25, 2020Natura Named One of Most Ethical Companies in World< >
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