Country Focus
January 2010
Web site brings new focus for Stanhome World woman
A NEW Web site being launched this month (January) is expected to bring big benefits for Stanhome World Spain. With 2009 recruitment running at double the previous year, the global web platform is a massive investment that will support new Consultants (Consejeras) as well as generate more leads and inquiries.
The local language site, there is one for each market, will serve the salesforce in many ways, offering an e-learning facility as well as enabling Consultants to manage their business online for the first time.
“This will become a very important tool for us, supporting our aim to train all these new recruits, make them more professional and enable them to grow with the company so they stay with us,” said General Manager Jean-David Schwartz.
Jean-David and his management team expect ‘real payback very quickly’ from this site in terms of further recruitment and image enhancement as they continue their journey to become more agile, flexible and innovative.
In common with many other direct selling organisations, the upsurge in recruitment has come as a result of the difficult economic conditions in Spain, said to be the worst in Europe. However, Jean-David believes Stanhome World has much more to offer than its earnings opportunity.
“The market is not so big here and competition is hard but our product offering and our positioning makes us unique,” he added. “The Stanhome World woman is very special. She cares first for her family, for her home and then for herself, and our marketing activities are linked to her expectations of these three most important things in her life.
“Our people work very hard not only for business but also because we share their personal values. Money is important to them, especially at this time, but the women who come to us are looking for something more.
“From the customer’s perspective, more and more are seeking quality and good value, not always the lowest price. They are also becoming more selective, looking for those companies who respect the community and the world around them.”
Stanhome World opened here in 1968, growing rapidly in the early years using a traditional party plan model which at that time was relatively unknown. Today the network covers every province in every region with good retention rates.
In addition to its core product line of home and family care, the company is enjoying success with a new cosmetics brand called Kiotis based on essential oils. Introduced in 2005, this range now represents more than 35 per cent of total sales in Spain and 20 per cent across Europe.
“The economic crisis has brought a big increase in the number of women wanting to join us,” said Jean-David.
“Activity is good, and there is little or no debt. Average order has been affected, but with more people wanting to sell, we are seeing new customers coming in. This has been a very obvious trend since the end of 2008, and we are using it as a very positive story, reminding Consultants and employees of how the company began in the United States during the Great Depression. Women seized this opportunity to earn money to support their families, and I am confi dent we will continue to change the lives of women who join our business as it grows in line with their expectations.”
