Comarch CLM & Natura Brasil

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

• 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!