Web raises sales of Natura, but service takes time to be relevant

The frequency and value of purchases is higher in the service of digital sales, according to John Paul Natura Ferreira, Vice President of the commercial company. Resellers also increases productivity. "The consultant that is present and also sells by Natura makes best deals, because it expands your ability to sell, to other regions and timetables".
The expansion of the Natura Network throughout the country occurred on Monday, in time to take advantage of the Christmas sales. Ferreira said, however, that will take a few years for the service to help accelerate the company's sales. "We don't open that channel so that it is irrelevant, but it also won't be in a year. We're not talking about decades, but we're not talking about a year ".
According to the Executive, the membership fee of traditional consultants Natura is "relatively low". Of consultants who registered so far, half are new on the base of Natura. The new dealers are, in General, younger and with higher educational level compared to face-to-face consultants.
"Many people who are not onsite consultants become digital consultants, because they have vocation to mobilize and make commerce through social networks, but they didn't have time or they couldn't come to terms with some tasks like billing and not tipped consultants face-to-face," says Ferreira.
In Natura, the company is responsible for the delivery and pays a Commission smaller at 21% — from consultants, against 30% in the traditional model. Asked about differences in margins between operations, Ferreira said that "the business model was made so that sales through this channel does not unreasonably no the economic results of the company. For us, it's not a problem to change a channel on the other ".
The consumer does not pay freight for purchases over $ 99, but below that price the transportation value varies greatly. A quick survey by the value simulating purchases to be delivered in capitals found r $ 5.80 shipping (for the city of São Paulo) to $ 25,20 (to Porto Alegre). To Belo Horizonte and Rio de Janeiro, the collection was of R $ 7.50; to Recife, of R $ 6.50 and for Manaus, of R $ 23,90.
Each reseller paid $ 49,90 to register and a monthly fee of R $ 14.90. From certain sales volume, he is exempt from tuition.
The consumer always has to choose a consultant as an intermediary to buy in Natura. You can choose from a list, search by name, neighborhood, city, classification or network of friends on Facebook. "If she doesn't do a good job, not to create a bond with you, you're probably not going to buy it. The consultant who does good deals just giving up, "says Ferreira.
Online purchases may also be made through smartphones and tablets, and the consultants also have access to a stock of information of its customers through these devices, such as birth date and categories of products you usually buy. Resellers can use these data obtained virtually to leverage face-to-face sales, explains Fernando. "These two channels will merge in the next few years".
Natura made investments records since 2011, in information technology, logistics and production. The value applied in 2013 and 2014 should be around $ 1 billion. Ferreira not detailed how much was directed to Natura. "The bulk of the infrastructure is ready. The rest of these investments will be incremental, whether in modernization, whether for incremental capacity when necessary, but we are well prepared for a long time ".
In 2012, the company would take five to six days to deliver most orders. Currently, 35% of applications in Brazil are delivered within 48 hours to the consultant. Natura makes 20 million deliveries to its dealerships a year. Currently, the company has eight distribution centers in Brazil.
In Natura, the deadline is in three days in the capital. According to Ferreira, deadlines must be cut in the next few weeks, as the service evolves.
The Natura project +, a part of Natura that unites brands of small and medium-sized entrepreneurs in the sectors of fashion and home, is still under test in the State of São Paulo in Brazil. "At the moment when we decide that those other categories will compose the offer value to our consumers, we're going to expand. But it won't be anytime soon, "said Ferreira.