Implementation of CLM in Natura Brasil

About Natura Brasil

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.

Business Challenges

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.

Business Challenges Before Implementing the "My-Natura" Strategy

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:

Connect all 3 sales channels: direct sales, the e-commerce website and store into one comprehensive strategy
Keep Direct Sales at the center of this multichannel strategy – as relationships between people is one of Natura’s key values
Give end customers more possibilities to interact with Natura and buy its products all over the Europe, by giving more importance to online sales
Build a detailed and high-quality customer database available for Natura Consultant sand Natura itself
Increase Consultant productivity by providing them with easy to use, professional sales tool as well as an engaging Motivation Program
Create an interesting loyalty program for its end customers
Build positive brand awareness and increase its visibility in Europe

Implemented Product

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:

Business Administration - an application for back office users to configure promotional rules, recognition rules, communication, rewards, redemption parameters (all for both Consultants and end consumers), and a set of reports
Contact Center Application – an application used by Customer Service Agents to serve customer and Consultants requests
Customer Loyalty Web Portal – a dedicated application for end customers to manage their accounts and activities
Consultant Panel – an online application for Perls Program-certified Consultants to manage their network of consumers and communicate with them, following the main KPI’s – sales results, margin, etc. and to manage their loyalty account.

Advantages of "My-Natura" in "Perls Program" for Consultants

Better awareness of customers’ buying habits (tracking customer purchases and loyalty points) to offer products more suited to their needs.
More time to develop the current customer network and meet new customers.
Sales and accumulated points are tracked in the Natura Perl programme.
Natura Perl points can be used directly in the My Natura tool.
Natura Brazil provides Perles and Perlinhas with a specially designed tool to help them develop their network: whatever the distribution channel used by the customer, the Perls and Perlinhas will earn the same commission!

Advantages of "My-Natura" in "Perls Program" for end Customers

Customers collect loyalty points by buying through all sales channels: e-commerce, direct sales and store. The Loyalty program is also aimed at customers without Consultants, which brings Natura additional audience all over the Europe.

Front-End – E-Commerce Website

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.

Mobile App – For End Customers And Natura Consultants

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.