Tupperware will now leverage its network of direct sellers to launch exclusive brand stores, as well as make products available on e-commerce channels in India. The company began listing its products on e-commerce platforms such as Amazon and Flipkart through authorized sellers in August. This multi-channel approach comes as consumption of Tupperware products has shown a slow growth trajectory. Efforts also are being made to keep up with an evolving market that demands greater access to products. The company plans to open 30 outlets by the end of the year, with 13 stores already in various stages of completion. An additional 100 outlets are in the works to be finished by year-end. The franchise-run stores will launched in key cities, such as Delhi, Mumbai, Bengaluru, Hyderabad and Pune. It had been previously reported that the Delhi High Court had issued a judgement preventing e-commerce platforms from selling products of direct selling companies without their authorization.
Facebook influences more buying decisions than any other social media platform, according to a new survey from business site The Manifest. In fact, Consumers are more likely to buy from a brand on Facebook (52 percent), than on Instagram, Pinterest, Twitter, YouTube, Snapchat, LinkedIn and Reddit combined (48 percent). This may be due to Facebook’s standing as the largest social network, according to some digital marketing experts, especially since the platform has been around for many years now. Still, social media offers connection, whether personal or business, and that creates trust with a brand and adds value. But it doesn’t stop there. Interaction is key, and customer service is invaluable when creating customer loyalty.
As a company, you can take the Likes at face value, but respond to those that leave reviews (31 percent), mention brands on their own profile (22 percent), direct message brands (20 percent) and tweet at brands (18 percent), because they could result in loyal customers.
Failing to change with the changing times hasn’t worked out well for many
When we began this adventure called Social Selling News last summer, I felt that the two strongest pressures on the direct selling channel were coming from regulatory scrutiny and from tech-enabled shopping choices, specifically e-commerce.
A year later, I still believe the impact of these two pressures to be of primary concern to traditional direct selling. The contents of this issue reflect that: Pennsylvania is close to becoming the 26th state to strengthen consumer laws (cover story, page 1), California is continuing to press for stronger rules around independent contractor status (Risk Roundup, page 20) and influencer marketing is a growing billion dollar industry (The Optics and Special Report, page 16).
These pressures, however, can also be interpreted as positive influences that can help the channel navigate itself into a healthy position for all stakeholders.
Michel Bayan presents an interesting idea in this month’s Voices from the Channel column (page 21): Can empathy help us understand opposing viewpoints? I think he is on the right track. Though we may thoroughly disagree with the conclusions that many who distrust our channel come to, we may be able to see opportunities to change for the better by standing in their shoes and looking objectively at their concerns.
It seems clear to me that adaptations must be made. Failing to change with the changing times has never worked out well for anybody in the selling world. Just ask Blockbuster. Or Yahoo.
Adapting to pressures, on the other hand, and using them as guideposts to make fruitful changes where necessary can be of great benefit.
On a more positive note, we are excited to announce the launch of our sister website, Social
Selling Stories (socialsellingstories.com). The article on page 12 explains in greater detail why we decided to create this website and how companies can participate.
Basically, it’s time we developed a way to share our good news and help improve our reputation at the same time. Take a look, and let me know if you’d like to be a part of the site.
His thoughts on competing in the gig economy and embracing e-commerce
SSN: You’ve been with Nu Skin your entire career. What’s that been like?
I’ve spent nearly 15 of my years with Nu Skin abroad. Working in so many different capacities around the world certainly gave me the perspective I need today to run the global business. I think it’s been a huge advantage to be here as long as I have. I read a Harvard Review article recently that said their research indicates that the majority of CEOs hired from outside their industry fail, not because they didn’t see the new trends coming, but because they didn’t know how to transform the organization to meet those coming trends.
Founded: 1984
Executive: Ritch Wood
Location: Provo, Utah2018 Revenue: $2.68 billion
Stock Symbol: NUS—NYSE
Website: www.nuskin.com
SSN: What do you feel are the advantages of having both a corporate perspective and a field perspective?
Companies that figure out how to disrupt themselves before they get disrupted from external forces are the ones that survive. I think you have to have institutional knowledge to be able to transform a business.