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Avon focuses on its personal sales representatives to set it apart.
Avon knows there are a slew of e-retailers that sell makeup, so it focuses on what makes Avon different: the personal relationship between the shopper and a trained representative. Shoppers who visit Shop.Avon.com not knowing a local reseller needn’t worry, however. Rotating text at the top of the home page contains an option: Find a representative near you. A click of that text lets a shopper submit her address to find a local rep. If a shopper knows her seller’s name, she can enter it. When she selects a seller, she is taken to the seller’s own portal where a salesperson can slightly tweak the home page and post her photo and contact information. Avon credits all sales stemming from that sub-site to the seller. Shoppers can have products sent to them or to their representative. About 40% choose their representative, says Maureen Jansen, Avon director of North America online, underscoring the one-on-one nature of Avon’s business model.
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