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Avon Products, Inc. is reportedly setting up its brick-and-mortar stores in the United Kingdom. This would be something new because this is the first time that the brand has physical outlets in the region.
Avon said it will open the shops for the first time in the U.K. to cater to women customers who would like to personally "touch and experience" the items they intend to buy. According to BBC News, the cosmetics, skincare, perfume, and personal care company has been relying on sales representatives who go door-to-door to sell the products.
They were also dispatched to demonstrate the goods and this has been the setup for selling for many years. However, when the COVID-19 pandemic hit, this system came to a full halt and Avon shifted to online selling.
A Big Change for Avon
Now the iconic retailer is changing how it sells its products once again. Avon is hoping that its new sales strategy will also help boost its sales and attract the younger generation of shoppers in the U.K. as well.
Avon is opening its physical stores as a sales tactic. The firm said it is making this move after looking for ways for women to check out its products whenever they have time since the store is open in a particular location the whole day.
Plans for Physical Stores in More Countries
Aside from the U.K., the company will also roll out stores in South Africa and Brazil. It was mentioned that the brand is already operating 63 physical shops in Turkey. In any case, Avon’s chief executive officer, Angela Cretu, said that the UK stores are an "exciting new chapter" for their business in the territory.
“We are on the cusp of new frontiers for Avon,” The Guardian quoted the Avon CEO as saying in a statement. “Women like to touch and experience the product and have that joy of seeing all the colors available.”
She added, “Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser. We want to be as inclusive as possible. Women stayed at home in the past, but now they are going out to work and we have to follow them wherever they spend their time and make the service as convenient as possible.”
Photo by: Maria Lupan/Unsplash
