Avon is currently undergoing an unprecedented digital transformation.
As part of this strategic move towards further transformation, the cosmetics brand known for its large number of sales representatives recently promoted former CMO Christoph Neyrink to the position of Chief Executive Officer. This promotion paves the way for Ozlem Siti's appointment as the brand's new Chief Marketing Officer and marks a pivotal moment in the company's evolution.
Mr. Citci’s journey with Avon began in 2020 when he became Marketing Director of Türkiye, laying the foundation for his promotion to Head of Marketing for Europe in May 2023.
In this capacity, Citci led one of Avon's most ambitious transformation journeys, revamping its commercial plans and brochures to align with the evolving mobile industry.
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Central to Avon's mobile transformation is the adoption of omnichannel marketing, a strategic shift aimed at increasing brand visibility and accessibility.
“Our business model is built around human connections, and we believe that relationship-centricity remains the key to our success,” said Citci. Mobile marketing magazine.
Sitch emphasized the important role of delegates in providing personalized experiences and beauty advice within the community, and said the company is giving delegates more ways to sell and reach customers. “We modernized relationship selling,” he said.
This includes the brand's new digital tools, such as the sales app 'AvonON', training courses on social selling and the opportunity to offer salespeople the opportunity to open their own brick-and-mortar stores.
“By helping our agents reach our community in a variety of ways, we continue to provide our customers with the most personal shopping experience. Our agents provide personalized beauty advice, They are trusted experts in the community,” she says.
About the use of mobile marketing
“We have fully digital, mobile-enabled, shoppable brochures that sales reps can share directly with customers via WhatsApp or Facebook Messenger without draining their mobile data. ” says Citci.
She identifies both challenges and opportunities while finding the right balance between mobile marketing and direct sales.
Avon's commitment to empowering its representatives as digital entrepreneurs underscores the company's dedication to delivering personalized experiences that resonate with modern consumers.
For example, to optimize the omnichannel journey for our customers, Avon:We focus on understanding and addressing customer pain points and opportunities, ensuring a seamless and consistent experience for every customer, from personalized product recommendations, ratings, and reviews to payment options.
We also take a customer-centric approach, ensuring that we create emotional and personalized connections at the right place and time, with the right message and message.Leverage the brand pillars of trust, community, and personalization to evolve an omnichannel customer experience that educates, guides, connects, and empowers agents and customers.
Meanwhile, Citci cites success stories from around the world where its representatives have leveraged social media platforms such as TikTok to reach new customer segments and increase sales.
“While not available in all Avon markets, we believe social selling is increasingly prevalent and will continue to grow around the world,” she said.
This is because 52% of Millennials are believed to have purchased a product in the last year because they saw it on TikTok.
She said: “Coupled with the authentic and 'authentic' nature of the platform, this is an opportunity for Avon to continue to help our distributors utilize TikTok as a sales tool to deliver their products to their customers.”
“We are continually evolving and optimizing our mobile experience to match customer preferences in each market in which we operate.”
About a data-driven approach with AI
At the heart of Avon's mobile marketing strategy is a data-driven approach to personalization, with Citci helping brands use AI-powered tools to provide consumers with accurate skin analysis and personalized product recommendations. We are introducing what we offer.
Citci also revealed that Avon leverages the use of AI in campaign planning and some creative.
“The key is leveraging the marketing technology out there to enable us to rapidly digitize our salespeople and their businesses.
“But the importance of the human touch will never diminish. We are the only ones who truly understand people's pain points, and that informs campaigns grounded in human truths, helping our customers create powerful It resonates.”
However, AI is not the only technology that Avon is leveraging.
As well as skin care tools, the organization also leverages augmented reality (AR). This allows customers to virtually try on lipsticks and find their perfect shade through technology. The tool is available on Avon's website and gives customers the chance to virtually try out different lipstick colors to see which one looks best on them.
About the principles of sustainability and social responsibility
“Our sustainability strategy underpins our entire business, incorporating both people and planet initiatives and is inspired by the United Nations Sustainable Development Goals,” said Citci.
“We are committed to reducing emissions from our operations and supply chain, innovating sustainable packaging solutions and switching to recycled materials.”
She said the company is making packaging made from recyclable or recycled materials, in line with its commitment to make all packaging 100% reusable, recyclable or compostable by 2030. It added that it aims to ensure that its ingredients are derived from more natural formulations.
About the future of the brand
Citci says: “Our focus for the coming year is to continue our ongoing omnichannel, digital and brand transformation.
“In 2023, we will begin refreshing the look and feel of our brand, as part of which we will be rolling out new, more modern, elegant and streamlined product packaging over the next 18 months.”
The chief marketing officer also revealed that the company is working on developing more apps and digital tools.
“Our goal is to continue to improve and evolve the customer experience and reach new consumers who definitely want the support of a beauty expert, but also who are digital-first, busy, love technology, and want to experiment. “It's about helping people develop the demographics of our product,” she concluded.
