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So, with the same products, but a new way to communicate, the company won new customers without affecting the old ones.The Amway website now includes two major components: After taking the quiz, customers get recommendations: More important for Amway is the information they collect about the customers by asking questions concerning age, sex and other demographics or behavioral aspects.
The decision to adopt a digital strategy led to a new demographic segment of customers: the younger crowd that is spending most of the time on the internet and is using mobile devices to navigate online.
Source: UPS Study 2013 Amway practically managed to target a new market segment only by creating an online store: more than 50% of the new customers are now under the age of 30.
That’s why companies have to adapt their marketing strategy in order to stay profitable: the offline marketing efforts should be completed by a proper digital approach.
This is the case of Amway, one of the world’s largest direct selling businesses.“We wanted to provide mobility with regard to all of our communications,” said Michial Coldwell, the general manager of Amway Australia.
When they collect orders, deliver products, or make presentations and conduct training, they often work out of their home.
We wanted to allow ABOs to take their business with them for every meeting with a client.
Lead generation and conversion rate optimization are her favorite marketing tactics because they involve both creativity and planning.
How our adventure started Amway is the world leader in direct selling and operates in 80 countries.
Amway’s communication used to be print-based (brochures, catalogs).
All of these marketing materials were targeted to the older crowd.