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Avon Partners With Fuse To Drive Sales With Active Learning

Direct to consumer beauty giant, Avon, today shared the benefits it has seen through increased adoption and frequency of visits to its learning platform powered by Fuse.

Partnering with Fuse – the enterprise learning platform that ignites people performance, Avon has revolutionised its approach to learning and development over the past 18 months, creating an engaging learning culture for the company’s beauty entrepreneurs.

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Avon, which spans 50 markets around the world and operates in a fast-moving consumer environment, encourages its beauty Representatives to continually learn about new products and campaigns in order to help drive business performance. Doing this at scale, with speed and across so many countries proved challenging, and the Avon team had identified a number of learning-related issues that were hindering business outcomes.

Avon’s Digital Experience Manager, Andy Stamps, who led the learning transformation in partnership with Fuse, explains: “We had 11 different Learning Management Systems across 30 countries and they weren’t engaging our beauty entrepreneurs in the way we would have hoped. We needed a different, more appealing model – one that would enable us to create positive learning behaviours and then measure the impact of these on wider business performance.”

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The biggest revelation for Avon came in June however when the team discovered that medium (just 3 to 4 visits per month) and high frequency users performed up to three times better than beauty entrepreneurs who only engaged at a rate of low frequency (the equivalent of 1 to 2 visits per month). Commenting on the discovery, Stamps explains: “We analysed different metrics such as completion rates, consumption of content and levels of interaction, but the data very clearly showed that it was the frequency with which our beauty entrepreneurs were coming back to the Fuse platform that made the biggest difference – this is where we saw the really dramatic uplifts in business performance. It was definitely a jaw-on-the-floor moment.”

Avon Connect has also played a pivotal role in enabling Avon Representatives to quickly adapt to remote selling in the midst of the pandemic – a monumental task that involved rapidly upskilling and reskilling beauty Representatives located across 50 different countries and speaking 30 different languages. According to Stamps, it’s an undertaking that would not have been possible without the Fuse platform: “The collective focus was on finding new ways to sell in an online setting. Avon Connect was critical to that because it provided an engaging environment for our Representatives to learn, connect and collaborate, and that really helped us to keep going as a business during lockdown.”

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