Amway Scales Up Digital Capabilities to Support Its Direct Sellers and Customers

News Desk, News Nation 360 : Amway India, one of the country’s leading FMCG direct selling companies has embarked on a digital transformation journey. Aligned with some of the biggest global trends, Amway’s multi-year growth strategy includes unleashing entrepreneurship through social commerce - a next-generation trend that will reshape the future of commerce. Digital is the most heavily invested function at Amway and as part of its digital transformation journey, the company has announced an investment of INR 150 crore in India to boost manufacturing automation, home delivery and to strengthen its digital capabilities. With this investment, Amway India aims to improve its reach and offer an unparalleled user experience to its direct sellers and their consumers. In line with the Government of India’s ‘Digital India’ initiative, Amway has been strategically investing in building its digital capabilities and strengthening its online presence to enhance distributors’ productivity, improve customer engagement and product accessibility. Riding on the wave of the global megatrend, Amway globally, including in India, is in the process of integrating offline-to-online (O2O) to digitally support & enable its direct sellers to create communities unleashing the opportunity to build their business on social platforms around their passion for adventure, fitness, beauty or cooking. Recently, Amway has also undertaken several measures to constantly upskill its direct sellers through continued engagement via online training modules. The organization has conducted over 6000 online training programs across regions over the last few months, reaching over 9 lakh direct sellers and consumers, and is also working with local and global training partners to create more such impactful training sessions. Riding high on the global megatrend, Amway is forging its path towards robust growth in India through digital transformation. Commenting on the accelerated digitization of business, Anshu Budhraja, CEO, Amway India said that as a part of Amway’s 10-year growth vision, they had begun integrating offline-to-online (O2O), earlier this year, to drive targeted results. The on-going global pandemic has proved to be a catalyst for a smooth transition of their business from hi-touch to hi-tech. It has also given rise to new behaviour and consumption habits like online shopping, social campaigns and engagement through social communities paving the way for continued digital transformation at every level. In fact, research shows that 18% of the population has tried Social Media or Online community engagement for the first time. Many of their direct sellers at Amway to have built vibrant social communities, delivering personalized product experiences by integrating their offline connection to the online network through virtual sessions and online consultations. All of this is being powered by innovative social and digital tools to help their direct sellers reach their consumers more efficiently, and considering digital has the lion’s share of their investments, they have also revamped their website to make the online shopping experience simple and seamless. With these recent outlays, they aim to enhance their direct sellers’ and their consumers’ experience along with partnerships with other platforms. They will continue to bolster their digital capabilities for ensuring efficient business functioning.

Report : Anustup Kundu

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