Merle Norman Cosmetics Announces New E-Commerce Platform
Digital ordering for customers will strengthen relationships, boost franchisees’ sales
Foundational to Merle Norman Cosmetics’ business model is our commitment to customer service. In 2019, we will establish yet another tool for franchisees to serve their customers well: e-commerce. The much-anticipated platform will roll out by the fall and be fully functioning by the end of the year.
“We’re so excited about this new development for Merle Norman Cosmetics,” said Travis Richards, Vice President of Franchising. “We’ve been working with our studio owners on creating just the right tool that will accomplish our goals. We believe our e-commerce system will help franchisees better serve their customers. Investing in customer relationships is still primary for studio owners, and this is just another way to do that better.”
New e-commerce platform means more sales for studio owners
Salesforce is building the new e-commerce platform, which will offer two ways for a Merle Norman customer to purchase our products online.
The customer who has an existing relationship with a studio will be able to choose that location and studio owner when placing the order. That designated studio will be credited with the sale and notified of the purchase.
E-commerce is designed to drive customers to their local studios, so the studio owner will be able to follow up with the online customer to consult on their latest purchase. Every package will include trial samples of exclusive Merle Norman products, with instructions for how to purchase the full-size product at the nearest studio. Local studios will not be able to accept returns, but they can help facilitate the return processes back to MN Home Office and consult the customer towards another product.
Products ordered online will have costs that are slightly higher than what customers will find in their local studios, and studios will be the exclusive carriers of seasonal “gift with purchase” promotions. Customers who want the best prices, promotional gifts, and hands-on consultation will still choose their studio over “self-serve” digital ordering.
E-commerce does offer a benefit to the brand and the franchisee, though. With online ordering, customers will be able to get products that may be out of stock or not carried at their local independently owned and operated studio.
The second way a customer may order Merle Norman products is without affiliation with a local studio. These customers will be served through the home office. The new e-commerce platform will help the corporate office identify Merle Norman “lost customer” — and possible future studio owners! E-commerce will widen the availability and accessibility to our products, helping boost brand awareness and increase overall sales.
“Trust is paramount, and our new e-commerce platform is intended to fortify that trust,” Richards says. “Our focus has always been and will always be on relationships. That makes our company and brand strong — and our studio owners successful. This new capability will make us stronger and help us continue to achieve that.”
Learn more about becoming a Merle Norman Cosmetics franchise owner
Extended to entrepreneurs beginning in 1931 by Merle Norman herself, our franchise opportunity gives franchisees personal and professional fulfillment as Merle Norman Cosmetics studio owners.
We are actively recruiting entrepreneurs to help us reach our goal of 65 new and resale studios in 2019. With more than 1,000 studios in North America, we still have optimal territory available for you to open your own cosmetics studio franchise.