Earlier this week, in a story about cosmetics companies crazy about online sales, The New York Times reported that Avon (Yes, the Ding-Dong Avon Ladies people) leads all other online cosmetics sites by a wide margin. And so, Retail Strategies has been looking at the various things Avon does right.
One is its age-old tactic of selling through representatives — the Avon Ladies. A second is that Avon always seems to be offering bargains to its customers. A third, it seems to me — an Avon customer — is that the 121-year-old company offers a deep and wide diversity of products.
Not only does Avon sell a huge array of cosmetics — from skincare products to make-up to foot care and a line of wellness items, the company also sells apparel, jewelry, gifts, perfumes and children’s merchandise.
If Avon doesn’t catch you coming, it catches you going.
And, to top it all off, the prices generally are quite impressive and, for the most part, affordable. But one example is its choice of 12 lip balms, each 69 cents, in flavors ranging from cherry to butterscotch and raspberry. And, just in time for Halloween, two of the balms come with cases adorned with smiling ghosts.
There seem to be many reasons this company has survived for more than a century. Will your company endure?