Natura is a leading Brazilian cosmetics, fragrance, and toiletries company, part of Natura &Co, the fourth largest beauty and cosmetics group worldwide, also comprised by Avon, The Body Shop and Aesop. Currently present in 10 countries, Natura is an icon of direct selling in Latin America (and the beauty market leader in Brazil) with over 2 million Beauty Consultants, almost 600 company-owned and franchised stores, as well as a growing online platform.
Situation
Digital transformation is a core pillar of Natura’s strategy as the company continues to deliver strong revenue growth despite the volatility of the retail sector over the past year. Implementing improved digital capabilities to drive operating efficiency as well as mobilizing their sales force are key priorities to help Natura deliver on its strategic and financial goals.
Solution
Thoughtworks Brazil has worked with Natura since 2019 to deliver solutions that address operational efficiency and respond to the needs of its Beauty Consultants. Drawing upon our core engineering, platform and product capabilities, we built an evolutionary, stable event source platform that is 100% serverless to serve as a single source to replace the various financial partners which were responsible for payment transactions on digital channels.
Continuing the partnership, Thoughtworks built a new application to create a more seamless registration and onboarding process for Natura Consultants. The previous website experienced large user drop-offs in the initial steps of the user’s registration, resulting in registrations being handled primarily by a call center instead of a self-service solution. Thus, we designed and built a new user experience along with a micro front-end report application to enable monitoring of any potential bottlenecks directly within the application.
Benefit
The new &Co Pay solution reduced payment cycle time from two to zero days, reduced the number of external contracts and decreased the development time for any new user journeys that depend on the payment gateway. The registration and onboarding application of Natura Beauty Consultants experienced a record number of conversions, averaging 350,000 per month in Brazil, an increase of 141%.
