Bilgesu Erdem
In a significant shift from its traditional direct selling model, Avon, a renowned cosmetics brand, is preparing to launch physical stores in the UK, Brazil, and South Africa, marking a novel approach in its 137-year history. This development comes as a response to changing consumer behaviors and the impact of the COVID-19 pandemic, which accelerated online shopping trends.
Adapting to Modern Consumer Demands
Avon, traditionally known for its door-to-door sales, is adapting to the evolving retail landscape. Angela Cretu, Avon’s Global Chief Executive, highlighted the importance of following consumers “wherever they spend their time,” acknowledging the shift in shopping preferences. The company plans to open stores in neighborhood communities, focusing on “mini beauty boutiques” to provide a more tactile and personal shopping experience.
Enhancing Physical Retail Presence
The decision to open physical stores is seen as a strategic move to complement Avon’s online presence. This expansion will include 63 stores in Turkey, with the UK, Brazil, and South Africa as new frontiers. The move signifies Avon’s recognition of the value of physical retail spaces, particularly in the beauty industry, where the sensory experience of products plays a crucial role.
Technology Integration and Franchise Opportunities
As the beauty industry becomes increasingly competitive with advancements in virtual and augmented reality, Avon faces the challenge of integrating technology effectively in its stores. The brand also aims to empower local door-to-door sales representatives by offering them training to run these new outlets as franchises, fostering entrepreneurship and business opportunities.
Cultural Shifts and Brand Perception
The Avon brand, closely tied to an era of stay-at-home mothers and traditional sales methods, faces the task of modernizing its image. Retail analysts like Natalie Berg suggest that embracing physical stores can rejuvenate the brand, highlighting the enduring power of human interaction in retail. Berg notes the potential “halo effect” of local stores, enhancing customer relationships and driving sales both in-person and online.
Avon’s move to open physical stores represents a significant adaptation to the changing retail landscape, blending traditional sales methods with modern consumer preferences. This strategy aims to renew the brand’s appeal, offer new business opportunities, and meet the dynamic needs of today’s beauty shoppers. As Avon embarks on this journey, it remains to be seen how effectively the brand will navigate these new frontiers and redefine its identity in the ever-evolving world of retail.
