Natura is the largest cosmetics and personal care company in Brazil. With a passion for connecting consumers through the power of wellness and beauty, Natura’s network of products and consultants now touches nearly 60% of Brazilian homes each year. Its new social commerce site, rede.natura.net, is currently available to consumers in the state of São Paulo.
Challenge: Scaling the Sales Process to Accelerate Customer and Revenue Growth
As a high-growth company with its sights set on expansion, Natura wanted to find a way to scale and enhance its direct-selling model. By partnering with Gigya, Natura was able to create an ecommerce experience with consumer identity and community engagement at its core, helping grow its network to over 100 million consumers and 14k consultants.
Solution: Building a Digital Storefront Powered by Personal Shopping Experiences
Gigya helped Natura transform its direct-selling model by powering a comprehensive ecommerce experience where consumers can login socially to browse Natura products and connect with consultants directly. Socially logged-in consumers are able to search and select consultants based on a number of criteria, including whether or not they are part of their existing Facebook networks, their areas of expertise, gamification achievements and star ratings.
Creating Personal User Experiences
Social login also gives shoppers the ability to interact with the Natura community and take a range of valuable social actions, including leaving reviews and sharing products with their social networks. Capturing users’ social identities enables Natura to tie shoppers’ social profile data to their on-site behaviors to create individual user profiles and foster more personal user experiences.
“Gigya’s partnership has enabled us to digitize and scale our direct-selling model while simultaneously maintaining the quality and closeness of consumer and consultant relationships. Allowing consumers to interact directly with one another, their consultants and Natura products has led to consistent growth in transaction volume and value. Associating consumers’ on-site activity with verified user identities using Gigya’s Social Login and Identity Storage is helping us grow a collection of first-party, permission-based data, which provides us with a deeper understanding of our customer base and the insight to reach them with an increasing level of relevance in future campaigns.”
Marcio Orlandi, Digital Presence Governance @ Natura
You can download the full Natura case study here to learn more.
By Tobias Meyer-Grunow