Cosmetics are the most frequently purchased category in the direct selling system. The companies that operate in this channel are also developing online sales and traditional stores in parallel. The combination of these systems allows Avon to grow faster than the market. Stationary Avon Studio has been operating in Warsaw's Złote Tarasy since December.

- We are faithful to direct sales, so it is the consultants who reach our customers and build relationships with them. Of course, we try to keep up with time, so we combine our traditional sales model with elements that are new and adjusted to today's reality - explains Dariusz Świętek, sales director of Avon Cosmetics Polska, in an interview with the Newseria news agency.

At the beginning of December Avon opened its first stationary Avon Studio store in the Złote Tarasy gallery in Warsaw. The company's offer is available for all customers.

- This is not a breakthrough in our approach to direct sales, because this is where our consultants, our leaders, serve our customers. Therefore, the sale is still carried out in the direct sales channel, but for the first time the customer can enter the store and buy a product he is interested in - says Dariusz Świętek.

The work of consultants is also connected with another sales channel, i.e. the Internet. From 2013 it is possible to buy Avon cosmetics through the website.

- We try to combine online sales with direct sales. This means that a customer who is interested in a product can buy it immediately by watching it on the Internet. However, we have created a unique system of connecting clients with our consultants and it is they who provide him with the product. Therefore, on the one hand we use a modern medium, which is the Internet, and on the other hand we effectively try to combine it with our traditional model, i.e. with direct sales - convinces the sales director of Avon Cosmetics Polska.

Sales via the Internet are growing dynamically. Avon has high hopes for this channel and is working to develop it and increase its presence in the network. The Internet has also become an inseparable tool for the work of the company's consultants. As it informs Christmas, today almost all orders are placed online. Thanks to social media, consultants are also able to build a network of clients, which influences the sales results of the company.

- The way of gaining customers is nowadays less and less frequent are direct contacts or meetings. The internet, information and offers are becoming increasingly important in this way. There are huge changes in the behaviour of our consultants, what media they use, what tools they use, how they acquire new clients and how they keep them local - says Dariusz Świętek.

He argues that the last two years have been satisfactory in terms of Avon's performance. He stresses that the company has grown faster than the market on which it operates.

According to the Polish Direct Selling Association, this market in Poland generates an annual turnover of 2.775 billion PLN. In 2013, the number of orders amounted to approx. 38 million, of which 95% were realized in individual sales, the rest in group presentations. The most frequently purchased products in this channel are cosmetics.