Avon redesigns e-commerce platform to enhance user-engagement
The move is billed as a critical element of the company’s digital strategy, which is set to play a big part in the company’s turnaround and restructuring plans.
"The Avon Representative and her social circles have been the core of our business for over 125 years," said Matt Harker, vice president, Avon North America Marketing.
"The new site and a recently launched social media center help to forge strong connections between the Representative and her consumers. We are giving her the tools, training and incentives to be a successful multichannel social seller."
What the redesign brings to representatives
The main changes include tools for representatives that aim to improve reach, productivity and earnings, which will be promoted through individual e-stores that are tailored around their target consumers.
This includes customizable features such as specific product highlights and videos that target the promotion of specific brands or individual products.
There is also representative access to an email marketing program and social media suite featuring beauty content that can readily shared with consumers.
What's in it for consumers
The site will also improve access to the brand for consumers, by including a 'find a representative' locator, as well as a Facebook sign in.
It also contains content from Avon experts, how-to videos, a virtual make-over tool, as well as ratings and reviews.
The consumer site re-launch will be promoted through a multipronged digital campaign that will be an extension of the Avon You Make It Beautiful campaign.
