nature is betting on an omnichannel format to increase its business in Mexico.
Catalog sales have provided an employment option for millions of people—mostly women—who need flexible hours, self-management, and work from home.
There are several companies that operate under this scheme, where the consultants act as representatives and their income depends on the value of the sales they make. In 2020, due to confinement, this segment reached 89,376 million pesos, according to the Mexican Association of Direct Sales (AMVD).
In contrast, there are several limitations that exist when offering products by catalog. Potential customers cannot test the items, smell the perfumes, touch the pillows, or appreciate the size of the tupperware. Even if the magazine does not reach our hands, it is unlikely that we will know of the existence of these companies.
Natura omnichannel plan
In this sense, nature —multinational of hygiene and cosmetic products—, has opened seven physical establishments: six of them in the metropolitan area and one in Querétaro. Not with the aim of eliminating consultants from your firm, but with the intention of boosting the sales of each of them.
Natura, present in catalogs and now also in shopping malls
On September 27, 2022, the Brazilian company opened its seventh physical store in delta park, CDMX. One year after announcing its strategy omnichannel and venture into retail and online sales, he also thought of a way to approach new consumers that until recently he had not been able to capture through direct sales.
We detected that 40% of the people who visit us had never tried a Natura product, in this sense the stores are helping to raise awareness and expand the brand. It is an opportunity for them to get to know our categories and sub-brands, but above all, to experiment with the products”, said Hans Werner, General Director of Natura Mexico.
For her part, Carolina Gómez, director of retail at Natura México, said that the firm is committed to reaching new consumers through omnichannel, because store sales register an average increase of 10% per month and 40% on commemorative dates.
Synergy between consultants and Natura stores
For those people who like the products of this company and for those who have never tried them, physical establishments are ideal. In them you will find the products offered in the catalogs with the option of testing them in the same place.
From creams and body scrubs to perfumes, foundations and hair products, the multinational stores have everything necessary for both customers and first-timers to come and try the brandbut where are the consultants?
Hans Werner points out a collaborative work between both parties. Now Natura representatives can take their customers to see the products in person, all in one place! Ideal for those indecisive who can’t smell fragrances or see which eyeshadow shade suits them best.
The order can be made in the same establishment according to availability. With that, consultants can attract new customers while also familiarizing themselves with the products to improve the shopping experience.
The store in Parque Delta joins 6 that are already operating in key points of the City and State of Mexico. They are located in Santa Fe, Perisur, Satélite, Galerías Paseo Interlomas, Premium Outlets Punta Norte and Galerías Querétaro.
Each establishment is operated by a team of approximately six people, and according to the director of retailthe brand’s aspiration is to continue expanding in high-traffic commercial areas in the country.
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