Every beauty brand is paying attention to ecommerce and digital technologies. It’s a reality of the times. And legacy direct-sales brands like Avon and Mary Kay are no different.
Digital is not just a cultural shift or a consumer preference—digital means data. “If apps can do more sales than reps and do them better – and allow better data aggregation at the corporate level – then direct selling companies unquestionably should pursue them,” James McNally, senior manager of business development at app maker Prolific Interactive, tells mobilecommercedaily.com.
Apps like the myCustomers+ one that Mary Kay is rolling out offer a lot of benefits at the representative and consumer level. But, they also let the company gather data on how and how well representatives sell product. The app will also likely lead the company to a next generation of tech solutions.
Working remotely
Everyone in beauty knows that people sell product. Mary Kay’s latest digital tool is meant to ease the process of each consultant’s daily work. The new app’s basic functionality includes inventory management, mobile ordering, sales ticket creation, label scanning, alert capabilities, and customer messaging.
“At the sales level, Mary Kay relies more on people than technology – it’s an inherently personal business, and the sales rep is the most powerful tool Mary Kay can put into the field,” acknowledges McNally, in his conversation with Mobile Commerce Daily.
“At the same time, an app that provides utilities like inventory management, and allows reps to build richer customer profiles, is without question a step in the right direction,” he says.
Digital consumers
Mary Kay has apps for curious and loyal consumers too. The company site features two such tools: the Mary Kay Virtual Makeover App and the Mary Kay eCatalog App.
The catalog app is much like a paper catalog; it’s best for browsing through product. And, it does of course allow shoppers to share product on social. The makeover app is designed to let consumers “customize looks with endless combinations of eye makeup, lip colors, hairstyles, hair colors, accessories and more,” according to the Mary Kay site. This sort of technology is keeping Mary Kay competitive with omni-channel retailers like Sephora.
The Mary Kay Virtual Makeover App has several features, including scenery and accessory effects, virtual hairstyling, social and email sharing, a beauty mirror and side-by-side tutorials, shopping lists, and more.