Multi-faceted Internet strategy exponentially expands online consumer purchases

DeCare Systems Ireland began a long-term consulting relationship with Avon, the leading direct seller of cosmetics and beauty products, in 1999 when DSI developed their new Web presence.

DSI initially created a leading-edge Web site that was built using Microsoft’s ASP and SQL Server technologies. Overtime DSI has worked with Avon to implement a number of “best-of-breed” service providers, as well as extending the core e-commerce platform with the latest Microsoft .Net technologies.

The site also makes use of Adobe’s Flash technologies to provide content rich, cutting edge designs that give the best possible user experience.

Since its launch and in partnership with a focused e-marketing strategy, Avon has been successful in creating awareness of the site, driving repeat customers to the site and gaining increased online sales:

• Daily online order capacity has increased by more than 900 percent.
   
• Daily sales have increased 650 to 1000 percent from 2000 to 2003 (based on season)
   
• The average order value has increased 50 percent per completed transaction.

Following the success of the initial engagement, Avon has since partnered with DSI to provide a long line of enhancements to the site. September 2006 saw DSI redesign and implement a new look online store. As well as getting a full creative makeover, Avon.com is now fully integrated with Avon's core internal business systems. One of the key features added to this new site are the Representative Branded Sites, the aim of which is to support the relationship between the Avon customer and the Avon Representative by facilitating representatives to brand their own version of the Avon.com store.

As well as completely rewriting the core Avon.com functionality to integrate with both new and legacy systems, DSI developed new functionality including:

• Find a Representative
• Shared Registration and Login Application
• Custom Content Personalised to the level of previous purchases
• Direct & Representative Delivery options

2007 saw DSI extend its platform for use by the Avon’s youth brand Mark in a completely integrated site that run’s off the same platform base, but with an entirely new skin, providing a different, more youthful, customer experience without increasing the operating costs for Avon.

This has since been extended again in 2008 to allow the use of the rich shopping experience by Mark representatives when creating orders for their customers.

2008 will also see the launch of Avon’s Spanish version of the online store. This eagerly awaited release extends the DSI platform to provide full multi-lingual support and opens the site up to a further 34m customer’s in the US whose primary language is Spanish.

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