Natura Brasil is a leading cosmetics brand in Latin America markets and is the fourth biggest cosmetics company in the world in direct sales. For the last 40 years Natura business reflected its two passions: passion for cosmetics and passion for relationships. Our relationship with ourselves, relationship with others and relationship with the planet - the environment.
Since the very beginning Natura has distributed - with great success - its products through a network of independent consultants in all the markets where Natura operates. Right now, more than 1,421,000 Consultants - including 1,175,000 in Brazil and around 246,000 abroad - promote the company’s values and products to consumers.
increase in number of consumer on e-commerce in 2014 vs 2013
of consultants making 80% of sales in 2014 vs 55% in 2013
increase in number of consumers on e-commerce in 2014 vs 2013
of consultants are using the CRM tool and consultants consider the solution as a real added value
In 2006 Natura opened its first European subsidiary with headquarters in Paris, France. Following the company concept, Natura was proposing its products through a network of 2,000 Consultants around France. In order to spread its products and values on the mature European market to a maximum number of European consumers, its products & values, Natura had to take important steps and introduce some changes to the existing sales model – they opened the first physical store in Paris and decided to launch e-commerce sales.
In order to manage this new business situation and grow their business in France, Natura had to find the solution that was able to meet the following objectives:
On a single IT platform Natura built a recognition and motivation program for its Consultants called ‘Perls Program’ and an advanced loyalty program for end customers. The scope of this CRM & Loyalty strategy called ‘mynatura’ covers implementation of the following:
Comarch Loyalty Management offers all the tools needed to build a successful loyalty program, created for both individual and business customers.
Customers collect loyalty points by buying through all sales channels: e-commerce, direct sales
To build a comprehensive omni-channel strategy, Natura changed the look and feel of their website. Easy to navigate, modern and connected to loyalty schemes – presenting loyalty points for each product, suggesting upselling/crossselling promotions in real–time and integrating the redemption into the purchasing process.
Following market trends and to provide customers with ongoing communication and engage them in a closer relation with the company, Natura has created a mobile app with a digital product catalogue, information about products, promotions, Consultant ‘around me’ search, etc. For Consultants, Natura has implemented a mobile version of the Consultant Panel with access to the main KPIs, loyalty account, transactions, rewards ordering, etc. Both apps are available for Android and iOS.