“Retail was already in trouble pre-Covid. These industries are like the patient that had pre-existing conditions. The mall traffic was already down, a digital shift was already happening — this is going to accelerate it, and at the end of the day, it’s what’s in it for the customer? Is
Tupperware will now leverage its network of direct sellers to launch exclusive brand stores, as well as make products available on e-commerce channels in India. The company began listing its products on e-commerce platforms such as Amazon and Flipkart through authorized sellers in August. This multi-channel approach comes as consumption
Successful direct selling brands require more than influencers and word-of-mouth—they need passion
This new breed of brands leverages digital technology to invent faster, more automated, more personalized purchasing experiences.
“I had this craving to have a field of people who are passionate about my products. You don’t get that with direct-to-consumer.”
— Kevin Hafen, co-founder and CEO, Univia
“Cutting out the middleman” is a phrase well-known to those who utilize the direct selling model to distribute their goods and services, as they focus efforts and marketing dollars on the consultant’s ability to connect with consumers.
His thoughts on competing in the gig economy and embracing e-commerce
SSN: You’ve been with Nu Skin your entire career. What’s that been like?
I’ve spent nearly 15 of my years with Nu Skin abroad. Working in so many different capacities around the world certainly gave me the perspective I need today to run the global business. I think it’s been a huge advantage to be here as long as I have. I read a Harvard Review article recently that said their research indicates that the majority of CEOs hired from outside their industry fail, not because they didn’t see the new trends coming, but because they didn’t know how to transform the organization to meet those coming trends.
Founded: 1984
Executive: Ritch Wood
Location: Provo, Utah2018 Revenue: $2.68 billion
Stock Symbol: NUS—NYSE
Website: www.nuskin.com
SSN: What do you feel are the advantages of having both a corporate perspective and a field perspective?
Companies that figure out how to disrupt themselves before they get disrupted from external forces are the ones that survive. I think you have to have institutional knowledge to be able to transform a business.