Avon to develop new digital sales tools to enhance customer experience

Beauty company Avon Products plans to design new digital sales tools to improve communication between its representatives and its customers.

Avon’s new digital sales tools are planned to help provide customers with the latest trends, through a strong network of six million beauty micro-entrepreneurs.

Avon’s global digital platforms and experience team has developed a fully digitised, mobile-enabled shoppable brochure to allow company representatives to easily and effectively connect with customers.

Users have access to an e-enabled personalised shopping cart that can be shared through WhatsApp or Facebook messenger. The brochure is available in 12 countries, including Brazil, Argentina, Mexico, Russia and Turkey.

Avon Products CEO Jan Zijderveld said: “Digitisation is at the heart of our strategy as we build a new, modern and relevant Avon that is both high-touch and high-tech.

“We are working intensely to build the right tools to support our six 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.”

The company’s new sales organisation will help to improve the representative experience and service model evolution, representative segmentation, field sales excellence, commercial optimisation and entry strategies for new territories.

In addition, the company has appointed Richard Pinnock as group vice-president for global sales. In his new role, Pinnock will lead a team consisting of a targeted group of experts.