Avon Accelerates Digital Transformation Plans: Launches Shoppable Brochure

Avon Q3

Avon Products, Inc. has announced it has reached a series of milestones in its plans to transform the digital capabilities of its Representatives and improve interactions with consumers.

The London-based beauty company’s global digital platforms and experience team has launched a fully digitized, mobile-enabled, e-interactive brochure that allows Avon Representatives to connect quickly and effectively with their customers.

Avon Representatives can create an e-enabled personalized shopping cart that can be shared via WhatsApp and Facebook messenger, sending the latest trends and products direct to their mobile. The brochure includes in-built and real-time analytics for future enhancement and customization, making it easier to track best-selling products, individual preferences, and respond to Avon Representative and customer needs.

The instant messaging brochure is available globally, across six clusters in 12 countries, including Brazil, Argentina, Mexico, Russia and Turkey, with three more clusters due to launch soon. On launch it received more than 500,000 visitors, with positive feedback from across Avon’s network of beauty entrepreneurs.

“Digitization is at the heart of our strategy as we build a new, modern and relevant Avon that is both high-touch and high-tech,” said CEO Jan Zijderveld “We are working intensely to build the right tools to support our 6 million strong network of beauty entrepreneurs to help them provide a personal service to their customers that is underpinned by strong digital capability. This pilot is off to a promising start with huge potential as we implement more broadly.”

Avon also announced it is investing in growth with a new Global Sales organization that will partner with its markets, focusing on enhancing the Representative experience and service model evolution, Representative segmentation, field sales excellence, commercial optimization and entry strategies for new territories. Data-driven insights will be used to tailor the training and incentives that fuel Avon’s Representatives, recognizing that improving earnings potential, expanding learning opportunities and scaling best practice is fundamental to achieving the business’ targets and its competitiveness.

Richard Pinnock is transitioning from his current role as group vice president for APAC to lead the new team as group vice president of Global Sales. Pinnock’s team will consist of a targeted group of leading experts to be deployed directly to markets for immediate impact.