Avon (NYSE:AVP) launched its redesigned website, a critical part of the brand's new digital strategy. The new e-commerce site is meant to create a social selling experience for Avon representatives and shoppers.
"The Avon representative and her social circles have been the core of our business for over 125 years," said Matt Harker, VP, 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."
On the new site, representatives now have the option to sell through a personalized e-store. The platform includes customizable features such as blogs, special offers, select product highlights and videos. Representatives also have access to email marketing programs and social media suites featuring beauty content, which can be passed onto customers.
For consumers, the new site will improve accessibility to the brand whether the shopper enters through a representative's e-store or directly through Avon.com. Other tools include a representative locator and a Facebook sign-in. In addition, engaging tools include tips from Avon experts, how-to videos and a virtual makeover tool.
Integrating social media into e-commerce is an important trend in retail, especially for those selling beauty products. It's an interactive way for shoppers to be able to see how the products work and look through videos, virtual sessions, reviews, etc. Earlier this year, Sephora launched its own social media site, Beauty Board, where users are able to tag beauty products in their photos and link directly to the beauty brand's page on Sephora's e-commerce site.
-See this Avon press release
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