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BOOST the holidays AVON smart strategies
Avon Romania storyThe Brochure: Store & Customer
experienceChristmas energy
Avon Romania story
Avon Story
David H. McConnel founded Avon in 1886 afterrealizing his female customers were far more interestedin the free perfume samples he offered than in his books.
A leading global beauty company and one of the world's
largest direct sellers.
Avon has almost $9 billion in annual revenue.
6.5 million representatives in over 100 countries.
Avon Romania
Avon is the biggest direct selling company in Romania one of the world's largest direct sellers.
AVON Cosmetics România is a leader on the Beauty market in Romania from 2002.
We are a beautiful team of 130,000 Representatives si 320 employees.
The 1st Beauty Brand in online
http://instagram.com/avonspace , 7045 followers
www.youtube.com/user/AvonCosmeticsRomania , 10 865 subscribers
https://twitter.com/AvonSpace , 3,419 followers
http://www.pinterest.com/avonromania/ , 141 followers,
https://www.flickr.com/photos/avonspace/ , member since may 2009, 152 photos
Avon Space: 938 816 fansCampania pentru sănătatea sânilor 63 956 fansCampania Respectului (Campania împotriva violenței domestice): 27,831 fans
Avon Cosmetics România launched the Digital Divas event
Eveniment 2 in 1: The Conference si The Awards Gala
Topic: How to be successful in the digital world
Target audience: vips, kols, fashion-beaut-lifestyle bloggers, journalists, PR agencies
Prezență: > 300 digital divaslive blogging & Insta Wall
Social Campaigns
In 2002 we launched our first campaign against Breast Cancer and 6 years later we got involved in a new campaign against Domestic Violence.
In 2014 we launched the 1st crowdfunding platform in Avon, doneazacuavon.ro .
The 1st Crowdfunding Platform in Avon
Marsul Trupelor Roz – 11 Octombrie
What it means for the Romanian women
Almost 3 million dollars were donated in Romania for different programs fighting against breast cancer
and domestic violence.
• Medical Equipmeny donated for 8 cancer centers.• 350 de volunteers in Romania• Over 3,5 million women have access to medical equipment.• Over 4500 women will get free mammograms.
Beauty for a Purpose este crezul Avon și traduce misiunea noastră prin cele 3 elemente definitorii pentru organizație:
frumusețe, implicare socială și “empowering women”
The Brochure: Store & Customer experience
A Beauty Magazine…
The Avon Brochure is the magazine for women with the highest circulation in Romania (over 500,000 copies at every 3 weeks)
… and a Beauty StoreWe offer products and deals for every woman
8 out of 10 women buy Avon products.
Almost 60% of women see the Avon brochure every month.
It is more then a store. It is an experience.
It is about women and what makes them happy.
It is a story you enjoy on a break.
It is the time you share with friends.
It is a one stop shop for your beauty needs.
Brochure stories are built on seasonality and consumers’ needs
New Year ChristmasWoman’s
Day Easter Start of Summer Summer Holidays Back to
School
BLACK FRIDAY
Brochure Story: Woman’s Day
Avon Brochure is like a Modern, Happy and Convincing person with a warm tone of voice.
ColoredSurprising
ChicCool
Like a breath of fresh airAiry
Trend setterVersatile
ThickCrowded
MonotoneDifficult to go through
Harsh
49%43%
36%31%
27%10%10%9%9%
6%5%
2%1%
How would you characterize AVON Brochure?
Modern
Happy
Convincing
Colorful
Paid attention to details
Informed
Chic
Young
Conservative
Careless
Shy
Fada
Arrogance
Antipathy
50%
41%
41%
37%
36%
31%
29%
23%
4%
3%
2%
1%
1%
0%
Imagine AVON brochure as a person. What would be the best characterization of this person?
Christmas energy
Xmas gift purchases timelineplanning and buying timeline – key phases and milestones
November 24.12
Xmas
December
AMOC & PANIC
MOBILISATIONCONFUSIONS & DOUBTS
RELUCTANCE
RATIONAL PLANNING
A lot of consumers’ purchases take place in second half of
December.gift research & planning
early planners – more rational purchases
majority of gift buyers – more impulse-driven
purchases
also some impulse
purchases
X-mas month begins
Mid- December : it’s high time to start buying gifts
Last week-end before X-mas, shopping craze
X-mas eve: last minute purchases
BLACK FRIDAY
23
Xmas gift purchases timelinedrivers and barriers to earlier purchases (November and December until 15.12)
d r i v e r s b a r r i e rs
Accidentally found a superb gift idea fitting perfectly the giftee’s needs – or they have a pre-planned, long-considered gift idea.
Came across a great deal, a super-promo often valid for a limited time.
Internet purchases (better choice & lower prices) which need to be planned in advance to allow time for delivery
Rational budget management – spread the spendings over two months
Avoiding stress and queues in stores before Xmas, more comfortable shopping and lower risk that you will buy a less attractive gift .
They are waiting for the pre-Xmas discounts and special offers
They do not have any good idea for a gift or are unsure of their choices and continue looking for an (even more) attractive gift
Some get the December salary only a couple of days before Xmas
Other life priorities, they are very busy with work/home duties
They procrastinate, as they do not like buying gifts, also to some of them (esp. younger consumers) Xmas and customs related to them are not very important to them.
A part of those consumers who postpone purchases of Xmas gifts till the last minute, declare they would like to change their behaviour in this respect.
24
How much the Romanian consumer spends on Christmas gifts ?
Most people prefer to spend no more than 200 Ron for all the gifts within the Beauty and Care category.
The planned budget
Less than 30 Ron
31-50 RON
51-80 RON
81-100 RON
101-200 RON
201-300 RON
301-400 RON
401-600 RON
600-1000 RON
More than 1000 Ron
Can't say
1%
5%
7%
20%
26%
17%
9%
5%
3%
1%
6%
Offer selection criteria are determined by WHO the consumer is buying the gift for.
25
unique: risky but interesting/ new / fitting individual needs
more expensive
less expensive mum
sister
mother-in-law
more distant female
relatives
older female
relatives
best female friend
husband / father
brother
universal: practical /safe / already used or related / suitable for everyone
Avon Christmas
Christmas
Portfolio
Special brochures
Merchandising
Store / Brochure
CSR
Online
Representatives
Avon Christmas
Christmas Store / Brochure
STORE CHARACTER: magic, snow, peaceful, smells, anticipation, no stress
STORE THEME: Christmas with no rush
Store Character: Family, togetherness, gift inspirations, joy of giving, Christmas Spirit, sharing joy, wishes come true.Store Theme:Stories we write together. Unforgettable Christmas
November Early Planners December: the Christmas month
Avon Christmas
Christmas
Portfolio
Product Innovation
Ready Giftsets
Christmas Giftables & Packaging
Avon Christmas
Christmas
Merchandising
Merchandising built to meet consumers’ budget
Merchandising built to meet consumers’ budget
Avon Christmas
Christmas
Special brochures
Christmas mini-brochure
Christmas mini-brochure
Christmas mini-brochure
Avon Christmas
Christmas
Representatives
Christmas time is also the time for good deeds
Avon Christmas
Christmas
CSR
Christmas time is also the time for good deeds
Avon Christmas
ChristmasOnline
45
CUSTOMERS REPRESENTATIVES
BLACK FRIDAY
77% of Christmas online Sales
WHEN?
TEASING IN THE BROCHURE C15’15 NOVEMBER – For Early planners
BIG Activation
On 27th of NOVEMBER
HOW?
• Content frequently updated (Customers & Representatives)
• Relevant consumer insights
• Relevant product selection for Black Friday
• Real time update of product/stock information
HOW?
Home page branding - Black Friday is not only about gadgets
Avon.ro home page
&
Facebook & Youtube activation
CUM?
Home page diferit - Black Friday is about DISCOUNTSS2: 19.11 - 25.11
A stressful, strictly functional experience (all about discounts)
An online experience for
girls which is also fun to do
From To
Magazines, Facebook & Youtube activation
HOW ?
Home page - Black Friday is about YOU
Relevant communication for the consumer
Thank you !
&
Enjoy Christmas Shopping!
