Avon Webinar Case Study
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Avon operates through 3 million representatives in 131 countries and seeks to convert offline representatives into eRepresentatives. Key challenges include integrating new technology vendors and platforms while communicating across business units. Avon launched personal websites for over 10,000 representatives in the first month, and estimates the new online model will reduce annual operating costs by $10 million by 2002. The approach takes a "channel inclusive" strategy of integrating online and offline sales while controlling the brand.
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Avon Webinar Case Study
- 5. Avon Sites avon.com Main Corporate Site Support for finding eReps youravon.com eRep Sites Leadership Rep Sites Localization and Personalization
- 9. Select Topics for Advice
Editor's Notes
- Let’s take a closer look at the Carlson travel initiative. As more consumers started researching & booking trips on the internet, this leading travel company was faced with the need to compete online . Supporting research from AOL showed that 71% of consumers go online to research a travel purchase before buying , even though they might actually purchase through traditional venues . Carlson understood this phenomenon and sought an online presence to complement their traditional channels. With over 700 franchised travel agencies, the company needed an efficient strategy to integrate their local franchises, so that each franchise could enhance their revenue streams. Carlson understood that franchisees required a cost-effective solution that could be easily implemented, even for technical novices. And while the corporate office wanted to offer personalized web sites for each franchise, they also wanted to maintain control over the branding & look & feel of every site bearing the Carlson Wagonlit name. And while they were at it, they decided to increase the effectiveness of their communications by introducing an online communications channel.