2023-05-01 04:30:21
The direct selling giant is in crisis, the state of the market
Direct selling is regarding selling products and services directly to consumers without going through a store. In 2023, according to figures from the French Federation of Direct Selling, this market is estimated at 4.492 billion euros and brings together more than 713,770 employees throughout France. Proof that this buying method is not set to wither despite the current collapse of a market leader.
Between digitalization and multigenerational
The covid crisis has clearly shaken the number of businesses, some have therefore been able to seize this upheaval to create opportunities and this is the case of Victoria Bijoux! The brand has never stopped reinventing itself and multiplying digital innovations.
The Covid has had a heavy impact on door-to-door sales businesses, how did you react? Nathalie Graevenitz declares “Faced with covid, we took advantage of it to accelerate our digitalization and reinvent a sales model complementary to direct sales. Usually, a Victoria counselor goes to a hostess, who welcomes up to several dozen clients to her home. We have therefore redesigned this model by adapting it to a digital version. We have opened an e-shop where it is possible to order jewelry directly online and we have created and made available to our network digital tools. The Advisors also have their own web space and can offer completely innovative videoconference meetings thanks to the “Myshowroom” tool, which allows you to discover the jewels on video and order them in one click. A way also for us to seek to rejuvenate our target. »
What future for direct selling?
Nathalie Graevenitz declares “I think that direct selling is modern and it is in step with its times. I am particularly optimistic for direct selling, which has seen more than 20% growth over the past 10 years. The home is once more becoming a privileged place of purchase, individuals are more and more present there, and this opens up a lot of possibilities for advisers and sellers. If you add a will, clearly expressed by the greatest number, of intelligent consumption (therefore advice), proximity and trust, direct selling ticks all the boxes. The mistake would be not to count on it in the future. »
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