Avon Webinar Case Study

Avon Background
Markets through 3 million representatives in 131 countries
500,000 representatives in US
One of the most recognized consumer brands
Competitive pressure to conduct business online
Changing demographics, consumer shift to Internet

Avon Goals and Objectives
Convert offline representatives into eRepresentatives while growing revenue and reducing costs
Help representatives manage their business and increase productivity
Build and extend consumer access
Integrate new and existing sales channels with core business
Provide a reliable and scalable technology platform
Maintain control of the Avon brand

Representative Concerns and Needs
Technology must be easy to use
Websites must be cost effective
Improve access by allowing their customers to order online
Give their customers more choice
Hardware and Internet access

Key Challenges
Aggressive timeline
Integration with third party platform
Multiple technology vendors:
Interface Design
Systems Consulting
Consumer Hardware
Internet Service Provider
Customer Care
Communicating across Avon business and IT organizations

Avon Sites avon.com Main Corporate Site Support for finding eReps youravon.com eRep Sites Leadership Rep Sites Localization and Personalization

Avon’s Solution
Representative web sites
Shared control
Seamless customer experience
Back office integration
Scalability
Bundled hardware, Internet access, and portal service

Application Value
Centralized Management
Avon Corporate controls branding, product, and content choices
… With local control
Representative selects choices provided by Avon
Content scanning
Application hosting
Publishing
Customer support

Select Featured Products

Select Topics for Advice

Communicate and Recognize

Summary of Avon Approach
“ Channel inclusive” strategy
Integrates online with offline infrastructure
Product and service delivery
Supply and demand
Customer touch points
While controlling the brand
Enables online and offline human relationships
Control brand and content while providing the representative personalization capabilities

Summary of Results and Activities to Date
Unveiling of eRepresentative program at Las Vegas convention: “Connect with Success”
Direct mail and collateral distribution
Seminars and Workshops on e-Representative program
September launch of personal websites
Over 10,000 representatives have created sites in the past month
Estimated $10 million reduction in annual operating costs by 2002*
*Source: The Wall Street Journal, September 28, 2000

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Avon Webinar Case Study

by Adam Bloom

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