increase in direct-to-consumer sales
increase in search-led transactions
increase in peak season sales and +7.5% AOV
Avon’s rich history has been characterized by the success of its personalized 1-1 selling. The company has been synonymous with social selling, spearheading the concept of reps selling cosmetics directly to their personal connections. Over the last few years, online shopping has grown significantly, and for AVON this has meant adapting and enhancing its digital function, with a particular focus on replicating its personalized 1-1 selling model online.
Avon needed to give customers more choice and convenience in how they buy from them, whilst scaling direct-to-consumer sales.
Following a competitive pitching process, AVON appointed Shopify Plus partner agency, Velstar to lead the web design, development and migration of its new custom Shopify Plus store.
Avon needed to improve product discovery by supercharging search
After building a new website on Shopify Plus, the Avon team found the out-of-the-box search too basic and was not maximizing the huge potential of its search interactions. Ecommerce agency Velstar, recommended Klevu as a way to help Avon improve product discovery, hugely important in the beauty sector.
Klevu’s world-class technology, easy-to-use interface and plug-and-play integration with Shopify made it the ideal choice for Avon.
Now, Avon can enjoy the freedom, flexibility and speed of Shopify Plus, whilst its in-house team has time and resources available to focus on scaling the business.
- 80% increase in direct-to-consumer sales
- AOV increased by 7.5% compared to 2020 on its previous platform
- Peak season sales up by 30%
- 3x site speed increase
- Search-led transactions increased by 11%
- 16% increase in per session value
- Avon's ecommerce conversion rate now sits at a very impressive 10%
About the build
For the Shopify Plus development, Velstar implemented the designs as a custom Shopify theme using HTML, SCSS, JS/jQuery and Liquid.
Due to the image-led nature of the site, Velstar focused heavily on lazy loading assets, and provided those assets in various sizes, so, for example, the site would load appropriately on mobile using images with smaller resolutions.
On the homepage, top-level collection categories are displayed to refine product offerings to each user. A flexible grid layout has been used so that the homepage would look great with any amount of content uploaded. It also gives Avon’s team the freedom to easily update the displays depending on the latest trends and product promotions.
Finally, at the heart of Avon’s sales operations are its sales representatives. So Velstar integrated a custom ‘become a rep’ functionality to make it easier for people to join Avon’s beauty community.