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Avon Rep Communications Journey

Create a clear and simple communications journey for Avon Representatives, incorporating the new business model and RSP, to drive sales and retention through targeted, timely communications.

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Avon Rep Communications Journey

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  1. Representative communications journeyNew business model

  2. Vision “ To successfully engage with Reps through their journey with Avon. Driving the right support and motivation to result in sales and retention “

  3. Brief Create the new comms journey for all Rep segments. Incorporating the new business model and RSP to help create targeted, timely comms that are aligned.

  4. Objectives Successfully onboard and support Reps Provide motivation and support to all Rep segments Create an aligned comms approach that gives reps a clear, simple journey with us Drive sales and retention through timely comms

  5. What do we need it need to be? A clear, simple, comms journey Timely and relevant information sent dependant on the Reps activity Joined up comms approach with design and messaging used across all channels

  6. Phase 2 March My Avon Store open - eWay New content, look and feel LOA 1-2 emails New end of campaign statement added Order confirmation email – GI3 New content, look and feel Order confirmation email – DAC eWay New content, look and feel Order confirmation email – RAC eWay New content, look and feel Campaign week 1 New end of campaign statement added Campaign week 2 New content, look and feel Update LOA 0 email Order reminder email Phase 3 April onwards LOA 3-6 emails New end of campaign statement added Discount email Encourage to reach MOV Inactivity 1 Sent after two weeks of no orders Inactivity 2 Sent after 5 weeks of no orders Inactivity - Quarter Quarterly activation to drive activity Campaign week 3 New content, look and feel Repeated <£30 orders Drive to achieve £30 orders for free delivery Birthday / anniversary emails Weekly newsletter Phase 1 February New appointing process Taking appointment literature online Guided set up for AM / SL to complete BAR page Same pages as appointing process BAR confirmation email New content, look and feel Appointment confirmation email New content, look and feel LOA 0 email New content, look and feel Order reminder email New triggers, look and feel Campaign week 1 New content, look and feel PRP pages Representative Starter Programme Landing page, invoice messages, email content

  7. Dependencies Phase 3 LOA 3-6 emails Includes dynamic content so is reliant on Rep transfer or Rep data to Cheetah email platform Discount email Sent to a segmented audience so is reliant on transfer or Rep data to Cheetah email platform Inactivity 1 Sent to a segmented audience so is reliant on transfer or Rep data to Cheetah email platform Inactivity 2 Sent to a segmented audience so is reliant on Rep data transfer to Cheetah email platform Inactivity - Quarter Sent to a segmented audience so is reliant on Rep data transfer to Cheetah email platform Repeated <£30 orders Sent to a segmented audience so is reliant on transfer or Rep data to Cheetah email platform Phase 2 LOA 1-2 emails Includes dynamic content so is reliant on Rep data transfer to Cheetah email platform Campaign week 1 Includes dynamic content so is reliant on transfer or Rep data to Cheetah email platform Order reminder email Change to send based on activity status so is reliant on Rep data transfer to Cheetah Phase 1 Order reminder email Requires testing to ensure ‘order date’ pulls through correctly from updated campaign calendar

  8. Phase 1 4 5 1 2 3 Brief stage 2 Brief stage 1 Brief stage 3 Go live Sign off From 25/01 New appointing process BAR page BAR confirmation email Appointment email LOA 0 email Order reminder email Campaign week 1 PRP pages Rep Starter Programme 08/02 New appointing process BAR page BAR confirmation email Appointment email LOA 0 email (28/02) Order reminder email Campaign week 1 PRP pages Rep Starter Programme 15/01 Campaign week 1 email December BAR confirmation email Online appointment pages Setup pages BAR page Appointment email 11/01 LOA 0 email Rep starter programme PRP pages

  9. Phase 2 2 3 1 Brief stage 1 Go live Sign off 15/02 My Avon Store open email LOA 1-2 emails Confirmation – GI3 Confirmation – direct Confirmation –attached Campaign week 1 Campaign week 2 Update LOA 0 email Order reminder email 08/03 My Avon Store open email LOA 1-2 emails (28/03) Confirmation – GI3 Confirmation – direct Confirmation –attached Campaign week 1 Campaign week 2 (16/03) Update LOA 0 email Order reminder email From22/02 My Avon Store open email LOA 1-2 emails Confirmation – GI3 Confirmation – direct Confirmation –attached Campaign week 1 Campaign week 2 Update LOA 0 email Order reminder email

  10. Phase 3 3 4 6 5 1 2 Go live Brief stage 1 Brief stage 2 Go live Sign off Sign off 21/03 LOA 3 email LOA 4 email (09/05) Inactivity 1 Inactivity 2 Inactivity - Quarter 02/05 LOA 5 email LOA 6 email (20/06) Campaign week 3 Repeated <£30 orders Birthday / anniversary emails Weekly newsletter From04/04 LOA 3 email LOA 4 email (09/05) Inactivity 1 Inactivity 2 Inactivity - Quarter From16/05 LOA 5 email LOA 6 email (20/06) Campaign week 3 Repeated <£30 orders Birthday / anniversary emails Weekly newsletter 18/04 LOA3 email LOA 4 email (09/05) Discount email Inactivity 1 Inactivity 2 Inactivity - Quarter 30/05 LOA 5 email LOA 6 email (20/06) Campaign week 3 Repeated <£30 orders Birthday / anniversary emails Weekly newsletter

  11. BAR Page Update Updated creative Page objectives: To convert web traffic into leads Provide information to leads about Avon Drive excitement and engagement to lead to completion of BAR Actions: Update with new appointing sizzle pages to align with appointment

  12. NEW DESIGN Strong CTA’s link to BAR form VIDEO Testimonial video featuring ‘real’ Reps Copy to be updated

  13. PRP Page Update Planned creative Page objectives: Acts as a personalised recruitment page for Sales Leaders 2. To convert web traffic into leads 3. Share same information as BAR pages Actions: Update look and feel to align with BAR pages, using the same messaging.

  14. APP NDIX

  15. Timelines Audience Journeys

  16. LOA 0 Representatives

  17. Phase 1 – LOA 0 Representatives Place an Order Onboarding Summary New / Improved Communication Gi3 Discount Messaging Guided Editor Appointment Sizzle Pages BAR Page LOA 1 – 6 Onboarding Email Order due for delivery Order out for delivery BAR Confirmation My Avon Store Open Order Confirmation Online Appointment 48hr Order Reminder (order not yet placed) FORP – Cash Account LOA 0 Onboarding Appointment Workbook N Pass Credit Check? Rep places Order Representative Agreement Y Y New Touchpoints Improved Touchpoints Representative Starter Programme

  18. Phase 2 – LOA 0 Representatives Place an Order Onboarding Summary New / Improved Communication Gi3 Discount Messaging Guided Editor Appointment Sizzle Pages BAR Page LOA 1 – 6 Onboarding Email with EOC summary Order due for delivery Order out for delivery BAR Confirmation My Avon Store Open Order Confirmation (with dynamic tracking) Online Appointment 48hr Order Reminder (order not yet placed) FORP – Cash Account LOA 0 Onboarding Appointment Workbook N Pass Credit Check? Rep places Order Representative Agreement Y Y New Touchpoints Improved Touchpoints Representative Starter Programme

  19. Phase 3 – LOA 0 Representatives Place an Order Onboarding Summary New / Improved Communication Gi3 Discount Messaging Guided Editor Appointment Sizzle Pages BAR Page LOA 1 – 6 Onboarding Email with EOC summary Order due for delivery Order out for delivery BAR Confirmation My Avon Store Open Order Confirmation (with dynamic tracking) Online Appointment 48hr Order Reminder (order not yet placed) FORP – Cash Account LOA 0 Onboarding Appointment Workbook N Pass Credit Check? Rep places Order Representative Agreement Y Y N Y Rep places Order 2 weeks – get started communication Relevant contact made by SSC/ Upline N Y Form Complete 5 weeks – no order placed with form Sent Quarterly Activity Emails N Representative Starter Programme

  20. LOA 1-6 Representatives

  21. Phase 1 – LOA 1 to 6 Representatives Place an Order Onboarding Summary New / Improved Communication Gi3 Discount Messaging Getting Started Page LOA 2 – 7+ Onboarding Email Order due for delivery Order out for delivery LOA 1 – 6 Onboarding Email Order confirmation Offers Store 48 hr Order Reminder (if order not yet placed) FORP Email 2 My Avon Store Open Rep places order Y New Touchpoints Improved Touchpoints Representative Starter Programme MAS RAC Order Confirmation MAS DAC Order Confirmation Weekly Newsletter x3

  22. Phase 2 – LOA 1 to 6 Representatives Place an Order Onboarding Summary New / Improved Communication Gi3 Discount Messaging Getting Started Page LOA 2 – 7+ Onboarding Email with EOC Summary Order due for delivery Order out for delivery LOA 1 – 6 Onboarding Email with EOC summary Order confirmation (with dynamic tracking) Offers Store 48 hr Order Reminder (if order not yet placed) FORP Email 2 My Avon Store Open Rep places order Y New Touchpoints Improved Touchpoints Representative Starter Programme MAS RAC Order Confirmation MAS DAC Order Confirmation Weekly Newsletter x3

  23. Phase 3 – LOA 1 to 6 Representatives Place an Order Onboarding Summary New / Improved Communication Gi3 Discount Messaging Getting Started Page LOA 2 – 7+ Onboarding Email with EOC Summary Order due for delivery Order out for delivery LOA 1 – 6 Onboarding Email with EOC summary Order confirmation with dynamic tracking Discount Model Education Email Offers Store 48 hr Order Reminder (if order not yet placed) FORP Email 2 My Avon Store Open Rep places order Y N Y Rep places Order 2 weeks – no order placed communication Relevant contact made by SSC / Upline N Y Form Complete 5 weeks – no order placed with form Sent Quarterly Activity Emails N Representative Starter Programme MAS RAC Order Confirmation Birthday Email MAS DAC Order Confirmation Weekly Newsletter x3

  24. LOA 7+ Representatives

  25. Phase 1 – LOA 7+ Representatives Place an Order Onboarding Performance Summary New / Improved Communication Gi3 Discount Messaging Order due for delivery Order out for delivery LOA 7+ Campaign Email Order confirmation with dynamic tracking Offers Store 48 hr Order Reminder (if order not yet placed) LOA 7+ Campaign Email Handpicked Offers My Avon Store Open Rep places order Y New Touchpoints Improved Touchpoints MAS RAC Order Confirmation MAS DAC Order Confirmation Weekly Newsletter x3

  26. Phase 2– LOA 7+ Representatives Place an Order Onboarding Performance Summary New / Improved Communication Gi3 Discount Messaging Order due for delivery Order out for delivery LOA 7+ Campaign Email Order confirmation with dynamic tracking Offers Store 48 hr Order Reminder (if order not yet placed) LOA 7+ Campaign Email with EOC Summary Handpicked Offers My Avon Store Open Rep places order Y New Touchpoints Improved Touchpoints MAS RAC Order Confirmation MAS DAC Order Confirmation Weekly Newsletter x3

  27. Phase 3 – LOA 7+ Representatives Place an Order Onboarding Performance Summary New / Improved Communication Gi3 Discount Messaging Order due for delivery Order out for delivery LOA 7+ Campaign Email with EOC summary Order confirmation with dynamic tracking Offers Store 48 hr Order Reminder (if order not yet placed) LOA 7+ Campaign Email with EOC Summary Handpicked Offers My Avon Store Open Rep places order Y N Y Rep places Order 2 weeks – no order placed communication Relevant contact made by SSC/Upline N Y Form Complete 5 weeks – no order placed with form Sent Quarterly Activity Emails Campaign email (Inactive 1 / 2 version) N New Touchpoints Improved Touchpoints MAS RAC Order Confirmation Birthday Email MAS DAC Order Confirmation Weekly Newsletter x3 LOA Anniversary Email

  28. PC Representatives

  29. Phase 1 – PC Representatives Place an Order Onboarding Performance Summary New / Improved Communication Gi3 Discount Messaging Order due for delivery Order out for delivery PC Campaign Email Order confirmation with dynamic tracking Offers Store 48 hr Order Reminder (if order not yet placed) PC Campaign Email Handpicked Offers My Avon Store Open Rep places order Y New Touchpoints Improved Touchpoints MAS RAC Order Confirmation PC Level Change Recognition Email MAS DAC Order Confirmation Weekly Newsletter x3 PC Product Pack Achievement

  30. Phase 2– PC Representatives Place an Order Onboarding Performance Summary New / Improved Communication Gi3 Discount Messaging Order due for delivery Order out for delivery PC Campaign Email with EOC Summary Order confirmation with dynamic tracking Offers Store 48 hr Order Reminder (if order not yet placed) PC Campaign Email with EOC Summary Handpicked Offers My Avon Store Open Rep places order Y New Touchpoints Improved Touchpoints MAS RAC Order Confirmation PC Level Change Recognition Email MAS DAC Order Confirmation Weekly Newsletter x3 PC Product Pack Achievement

  31. Phase 3 – PC Representatives Place an Order Onboarding Performance Summary New / Improved Communication Gi3 Discount Messaging Order due for delivery Order out for delivery PC Campaign Email with EOC summary Order confirmation with dynamic tracking Offers Store 48 hr Order Reminder (if order not yet placed) PC Campaign Email with EOC Summary Handpicked Offers My Avon Store Open Rep places order Y N Y Rep places Order 2 weeks – no order placed communication Relevant contact made by SSC/Upline N Y Form Complete 5 weeks – no order placed with form Sent Quarterly Activity Emails Campaign email (Inactive 1 / 2 version) N New Touchpoints Improved Touchpoints MAS RAC Order Confirmation PC Level Change Recognition Email MAS DAC Order Confirmation Weekly Newsletter x3 LOA Anniversary Email Birthday Email PC Product Pack Achievement

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