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Mark cosmetics helps representatives drive sales via mobile apps

September 21, 2011

The mark iPhone app

Cosmetics brand Mark is driving sales for its representatives with a batch of new applications for iPhone, iPod touch, iPad and Android devices.

The line of apps is targeted specifically for Mark’s young demographic of 18-24 year-old women. The company says they saw a need from their consumers to roll out mobile initiatives to purchase products, which are predominately sold via direct sales.

“Direct selling is a social experience and the mark brand targets generation-Y women, who are already accustomed to all things mobile and digital,” said Annemarie Frank, executive director of digital and business development at Mark, New York.

“For our representatives, mobile seemed like a natural extension for her to wear the products, share them and evolve to make a sale on the spot,” she said.

Mark is a division of Avon cosmetics that sells beauty and fashion products in the United States, Puerto Rico, Canada and the Dominican Republic.

Marking sales
The line of applications are exclusively available for Mark’s sales representatives.

Using the apps, Mark employees can enter a company code to sell products for either themselves or consumers.

The app is an extension of the company’s print and Web catalog.

To make a sale, the mark representative enters the credit card information manually.

Representatives also have the option to enter promotions and coupons via the app.

Mark representatives can sell items via mobile apps

In addition to buying products, consumers can also access beauty-and-fitness content, including trend reports and editorial content.

Consumers can learn more about mark products and how to use them

Examples of editorial content include profiles on makeup artists and how-to videos that recreate looks with mark products.

Speedy business
By using mobile, Mark is able to capitalize on quick and increased sales for consumers.

Mobile makes an ideal fit for the brand because representatives make a majority of their sales while on the go with consumers.

Using mobile tools for employees is a growing trend in the market, and mark is not the only company tapping into it.

Benefit Cosmetics recently rolled out in-store tablets to let consumers learn more about the brand and purchase products (see story).

Lowe’s started using iPhones to replace scanner guns in its locations (see story). 

Going forward, Mark sees mobile as an integral part of its overall strategy.

In particular, Mark plans to use mobile as a revenue-driving channel.

In addition to this app, the company is working on leveraging the same technology for its Avon line.

“Mobile as an important pillar of our overall digital roadmap for representative,” Ms. Frank said.

“Mobile empowers our representatives to boost her sales,” she said. “It is important to have a high-tech, social tool to connect with our consumers.”

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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