Direct Selling
Direct selling’s appeal is in its flexibility and versatility. It gives people the freedom to guide their own business in a less risky way and shape it to suit their lives. Our target customer is a young single mother meaning she is busy, but still wants social connection amongst her peers. According to the Direct Selling Association 88% of Millennials are intrigued by entrepreneurial opportunities (Direct selling Association). Even if our customer does not participate in direct selling as a seller, she can participate by attending direct selling events with peers. Given that she might be new to the area it is safe to assume she is looking to build a social circle,” When you join direct sales, you suddenly have a whole new group of like-minded friends who share some of the same interests as you. For people moving to a new area, it is a great way to meet a new group of friends” (Ellsworth, para. 7). Mother’s look for community to assist with raising a child and the personal interactions direct selling provides would suit this need. They also rely on personal reference for products as a trusted review.
Along with the website and brick and mortar store, our store can have ambassadors that are free to plan their own events. This gives our customer the chance to assess items in a more hands on setting. Direct selling events can be a chance for representatives to do an in-depth demonstration of new devices or even kids clothing styling sessions. Direct selling can be an opportunity to get people to download the app and show them how to use it. This gives our customer the opportunity to make more informed purchases and bring attention to our products.
Direct sellers can act as outreach and go to different groups, conventions, or events to endorse our stores product. This will bring them to the brick and mortar and online store. At our stores own events we can offer special incentives or promotional prices for our other retail channels. Direct selling will work best as marketing for our other channels.
Key Performance indicators
RSVPs to Events: 15 people for intimate events/ 35 people for large events
​
​
Sales Made During Events: 45% of attendees
​
​
Percentage of Total Sales from Events and In-Store/ Online Commissions: 20%
​
​