The Multichannel Challenge At Natura In Beauty And Personal Care Case Solution

2. Analysis

It can be seen that Natura has a sufficient number of ISCs working with it who promote its brand to its own network of clients. Deteriorating relations with these ISCs would therefore mean losing these clients. Hence, it still has a huge potential to positively influence the sales of Natura. Also, it is quite clear that the productivity of the ISCs has declined by 0.65% between 2011 and 2016. As it can be seen that the business is already involved in inviting its ISCs to meet and product launches to develop strong relations with them, it can increase its training sessions of its ISCs so that their productivity level is improved and they are able to tap a larger number of customers and pitch them a wider range of products (Boothby, et al., 2010). 

Also, it should be noted that as of 2015, direct selling represented 25.2% of the total CF&T market despite the fact that Avon and Natura both started shifting from the direct selling business model. But this still does not justify worsening the relations with the ISCs as they have a fair amount of power to influence the purchasing decision of their clients. Hence, improving relations with them would allow them to act as advocates for the Natura brand, which would help in long term sustainable growth (Schultz & Block, 2015). Also, it is quite clear that MaryKay and Boticario have been able to tap a larger number of households through direct selling channels. Hence, training of the ISCs would increase their productivity, and there is a possibility that Natura can also benefit by increasing its household reach through the ISCs.