Tuesday, 24 July 2018

Omni-channel choices for cosmetics buyers

For more than 125 years, Avon (now headquartered in the UK) has sold its beauty products door to door, via representatives who meet with customers, demonstrate makeup techniques, take orders and deliver products personally.

These days, however, time-pressured buyers are often buying online and watching social media tutorials rather than working with door-to-door salespeople.

So Avon now offers omni-channel choices. Buyers can still request a representative visit. They can also click to buy directly from the online Avon shop and receive purchases via courier.

To engage with buyers, Avon UK is active on Twitter (102k followers), Instagram (115k), Facebook (more than 20m followers), YouTube (24k subscribers) and its own Beauty Connects club blog (254k members).

Some Avon reps have their own social media accounts to show products and explain benefits. After all, in a world where makeup experts can attract hundreds of thousands of social media followers, Avon's reps can shine by offering special tips and personalised service for buyers.

Avon's products are competitively priced and attractively positioned. However, with improved profitability in mind, the global beauty brand is closing some markets to focus on higher-potential regions.