Avon Romania, the biggest company operating direct cosmeticssales (through catalogues) on the Romanian market, generates 45meuros annually from rural areas alone, according to the company'smanagement. Village clients are a target that is less reached bytraditional retailers because the latter lack expansionpossibilities, and this is why rural areas have a huge growthpotential. "Our sales in rural areas make up around 40% of theoverall volume. Consumers' profile is not much different from thatof city clients. Consumption preferences are the same. Moreover,our women clients have the same openness in using virtual channelsto order cosmetics," Răzvan Diraţian, a commercial manager withAvon Romania and Moldova, who in the second half of last year tookover the Romanian operations from Angela Creţu, told ZF. "We alsolaunched orders through SMS, as an alternative channel particularlydestined to rural areas where Internet penetration is low," saysDiraţian.
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