Amway is working with technology major Microsoft to digitise its brick-and-mortar stores. Stores here imply outlets, where Amway distributors can place orders and collect their goods from the company.
There are 154 such Amway stores located in 150 cities in the country, with the company now looking to introduce a digital wall in each of these physical stores that will allow distributors to directly place orders, make payments and pick-up their goods without human intervention.
This in-store digital platform will be seamlessly linked to the company website that will allow distributors to click and pick either at the store or in their homes, says Anshu Budhraja, CEO, Amway India.
In other words, this platform would act as an omni-channel retail network, giving distributors the convenience they've been seeking, said Budhraja. This model will also be extended to privileged Amway customers as part of a loyalty programme, he said.
While this, say experts, could imply Amway giving products to privileged customers at a slightly discounted rate to their maximum retail price, something that Amway and most other direct sellers offer to their distributors, Budhraja declined comment on the issue.
India will be the first market where Amway will unveil this digital model at a nation-wide level (China and Korea have seen smaller iterations).
Amway is a $10.8 billion direct selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics and eSpring™ water treatment systems – all sold exclusively by Amway Business Owners. Global sales in 2014 made Amway the #1 direct selling business in the world, according to the Direct Selling News 2015 Global 100. The company’s annual sales figure includes revenue from direct selling operations and other business holdings.
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