Digital TransformationRetailAvon Adds Content, Social Capabilities to eStore

Avon Adds Content, Social Capabilities to eStore

The beauty brand’s new e-commerce site seeks to improve both the representative and consumer experience.

In an effort to give its representatives more support and strengthen their relationships with consumers, Avon has redesigned its e-commerce website to include rich content, tips from experts, and “how-to” videos, along with a revamped eStore service.

The new e-commerce platform is an extension of Avon’s “You Make It Beautiful” campaign, developed by agency iCrossing, and the added features are designed to help consumers make informed purchase decisions.

Perhaps the most important aspect of the new Avon.com experience is the updated eStore service.

According to Van Vahle, executive director of e-commerce and global digital at Avon, the brand has offered its representatives online tools to manage their business since 1997, and it launched eStores in 2006. But now with the redesign, Avon representatives will be able to share Avon digital marketing materials and access a suite of social media tools, including Facebook, Twitter, Pinterest, and Tumblr. These social media platforms will be automatically connected to their eStores.

Avon representatives can also deliver special online-only offers and last-minute shopping deals on the new site. And consumers can use the “Find a Representative” locator to search for a representative nearby.

“The critical component of our digital strategy is giving our representatives tools, training, and incentives to be multichannel direct sellers,” says Vahle. “It’s about giving them the ease of selling in person or online, unleashing the power of their networks and helping them earn even more from their Avon businesses.”

The new look of Avon.com has also tapped into storytelling and content marketing. Its “content series” features three young women – a personal chef, a fashion stylist, and an artist – telling their own inspiring story on how beauty impacts their lives.

“Avon was launching its new site and wanted to connect with a younger audience and highlight their products. We thought the best way to do that would be through a content series featuring real women who personify the new Avon brand and everything it stands for: beauty, innovation, and empowerment,” says Pat Stern, chief creative officer at iCrossing.

He explains that these three female characters are meant to represent all of the women who are fun, ambitious, curious, and professional.

What do you think of Avon’s redesigned e-commerce platform? Let us know in the comments below!

Homepage image via Shutterstock.

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