On this episode of Courageous Commerce, Kristof Neirynck, world chief advertising and marketing officer and managing director at Avon, joins hosts Rachel Tipograph and Sarah Hofstetter to debate the evolution of relationship promoting and the revolutionary approaches Avon has adopted within the modern market.
Because the dialog begins, the hosts mirror on Avon’s enduring legacy of 137 years, highlighting its pioneering function in relationship promoting. They draw a connection between Avon and the long-lasting picture of the “Avon girl” making door-to-door gross sales with paper catalogs.
Speaking in regards to the evolution of relationship promoting in 2023, Neirynck describes a major shift in the direction of omnichannel direct promoting, emphasizing digital brochures shared by platforms like WhatsApp. He additionally highlights the adaptability of representatives in leveraging expertise to reinforce their promoting methods.
Furthermore, Neirynck discusses two rising developments in Avon’s gross sales strategy. The primary entails encouraging representatives to open their very own shops, resembling a franchise mannequin. The second development revolves round leveraging social media platforms for promoting, permitting representatives to attach their channels with Avon’s digital asset administration instrument.
Neirynck emphasizes the empowerment of representatives by coaching. The dialogue then delves into the potential challenges and alternatives of sharing buyer knowledge. Kristof addresses the significance of making a price change for representatives and the plans to implement a loyalty program.
The interview takes an fascinating flip as Neirynck discusses the impression of inflation on client conduct, with folks holding out for higher offers through the vacation season. He anticipates respectable development within the magnificence market, pushed extra by pricing than by quantity. In exploring the function of digital commerce within the magnificence business, he additionally shares the dynamics of various subcategories and the way financial situations affect client preferences.
Key takeaways:
- Embrace numerous strategies like digital brochures, WhatsApp and social media for buyer engagement.
- Guarantee transparency, worth change and a safe atmosphere for buyer knowledge.
- Tailor methods based mostly on differing market dynamics in varied areas.
