A New Era for Avon: From Doorstep to Storefront Avon, a household name in the beauty industry, is set to revolutionize its sales strategy by launching physical stores in the UK, a first in its 137-year history. This bold move signals a significant transformation for the brand, known for its iconic “Ding dong, Avon calling!” slogan and its army of door-to-door sales representatives.
Embracing the Physical Retail Experience Understanding the evolving needs of its customers, Avon recognizes that women desire a more tactile shopping experience. The new stores, expected to open in the coming two months, will offer customers the opportunity to interact directly with Avon’s wide range of products. Angela Cretu, Avon’s global CEO, emphasizes this shift as an essential step in meeting customers “wherever they spend their time.”
Strategic Store Locations and Offerings Avon’s approach to its physical store presence is strategic, focusing on “neighborhood communities” rather than conventional high-street locations. These “mini beauty boutiques” will feature a curated selection of Avon products, allowing for a personalized and community-centric shopping experience.
A Historical Shift in Strategy Originally founded in the US in 1884, Avon relocated its headquarters to the UK in 2016. The brand’s move from primarily door-to-door sales to a mixed model, including online and in-store sales, represents a significant evolution. This change also aligns with the increasing demand for online shopping, a trend accelerated by the Covid-19 pandemic.
Expert Insights on Avon’s Retail Transition Retail analyst Natalie Berg notes that despite Avon’s digital and social media efforts, the brand has been perceived as somewhat dated. However, she believes that the physical stores can inject new life into the brand. Berg highlights the unique advantages of in-store interactions, especially for beauty products, and the potential for stores to enhance Avon’s digital and direct sales channels.
Technological Innovations and Franchise Opportunities To compete effectively, Avon will need to integrate advanced in-store technology, such as virtual and augmented reality, mirroring the investments of other leading beauty brands. Additionally, the new stores are expected to operate as franchises, providing training and business opportunities, particularly for women in regions where starting a business can be challenging.
Expanding Retail Presence in Superdrug Stores In addition to standalone stores, Avon is expanding its presence in Superdrug stores, following a recent partnership that has brought Avon products to select branches of the pharmacy chain. This partnership further extends Avon’s reach and accessibility to a broader customer base.
A Bold Step Forward Avon’s foray into physical retail represents a bold and strategic move, reflecting the brand’s adaptability and commitment to evolving with consumer preferences. As Avon embarks on this new chapter, it continues to uphold its legacy while embracing modern retail trends and technologies, ensuring its place in the future of the beauty industry.