Apr 16, 2012
One of a series by Ken Tencer, Spyder Works CEO
Dove speaks to “real beauty,” and Revlon to hope. There is Martha Stewart who has redefined the notion of ‘living’ and, of course ‘O’, the empowerment juggernaut.
But Avon Products is still best known for “ding-dong” – the century-old symbol of how they deliver, not what they deliver. Well, today the middle class are not at home during the day, they’re at work. And every business now provides in-home shopping, through the Internet, and next-day delivery.
Avon’s recent fourth-quarter results showed a sales drop of 4%. After 125 years, it needs a new direction. Avon needs to build on platform, not process. Avon needs to focus less on finding new ways to sell its products, and more on making people want to buy them. Capture the imagination of consumers, and they will want to find you. Avon should cull its 20-years-behind roster of celebrity endorsers and embrace the A-list: a socially interactive, engaging and inspiring life of beauty, glamour and style.
Process and delivery are important to every business-consumer relationship; be on-time, be in-stock, perform the way you promise – but today they are a “given.” What you make and how you deliver is not as important as how your customers perceive your brand’s ability to positively impact their lives.