Yesterday, we began a series about Avon, a 121-year-old company still competing effectively with much newer entrants into the cosmetics industry.
My customer’s-eye view of Avon’s enduring success is that the company seems to always be offering me deals. With every catalog (and there are many), I find specials. And, often, these specials convince me to go ahead and place an order.
The last time I ordered foundation, Avon gave me a free tube of concealer. The last time I ordered eye shadow, I got it on sale. The company seems to always have an introductory special in progress.
Take, for example, Avon’s Campaign 20 catalog. It offers an introductory special on its new mascara — a $3.50 savings. Flip to pages 80 and 81, and Avon offers any three skin products pictured on the two pages for only $9.99. Go back to page 73 and find a sale on lipstick. Turn to page 64, and read about a half-price sale on tweezers.
And all of that (and much more) appears in just one catalog. With every order, I receive three or four catalogs, each with different offerings and specials. I have one catalog that is nothing but Buy One, Get One for $1.99 offers. Avon makes it difficult NOT to order something.
It’s not a bad model to emulate.