Ding Dong - Avon embraces online future
By Richard Wright | 23rd September 2021
Avon - the cosmetics brand synonymous with door-to-door sales - has been forced to revise its sales model in light of Covid.
Celebrating the 135th anniversary of its founding in New York, the cosmetics company has had to adapt as the traditional 'ding dong, Avon calling' is no longer so in demand.
That has meant adopting an 'omni-channel' approach while still keeping the personal touch.
Angela Cretu, CEO of Avon, said: "Since 1886, we've done beauty differently and gone from one pioneering businesswoman to five million representatives working, learning and earning in their own way and on their own terms.
"As we enter the truly digital age, we are committed to doing good with our people, purpose and product, and encourage all our representatives and associates, both established and new, to grow with us."
Reps - a few Avon men as well as Avon ladies these days - are still seen as central to the business.
But 30 per cent of the company's sales contacts are made online in the UK, up from less than 10 per cent before Covid.
As a celebration of its 135-year history of championing women, Avon has enlisted British illustrator, Bett Norris, to reimagine a series of its iconic posters through a 2021 lens.
Avon reps are trained in a range of digital tools so they can send out brochures and collect orders via social media. Customers may be invited into shops and live-streamed shopping events.
Reps can now easily connect with their customers, sell, manage their orders and access training via an Avon app on their phones. The famous Avon Brochure is also fully digital, with reps able to provide personalised links to the brochure for their customers.
The company also recently held a Facebook Live event in the UK, giving training to reps.
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