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Avon To Integrate “Social Selling” In Direct-Sales Model With New Website

Avon’s fiscal 2014 second quarter was “another tough one” for the firm, with revenue declining 13% on a reported basis and active representatives down 6%. To better engage and reward sales representatives and breathe new life its U.S. business, Avon plans to launch an overhauled e-commerce site in September, according to CEO Sheri McCoy, who said “social selling” is key to the company’s future.

Avon Products, Inc. is optimistic that online direct selling – or “social selling” – through an upgraded Avon.com, launching in September stateside, will help incentivize representatives and rejuvenate its ailing U.S. business.

The New York-based firm’s fiscal 2014 second quarter was “another tough one,” according to CEO Sheri McCoy, with revenue declining...

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• By David Ridley

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