Top customer-centric direct selling companies

Top customer-centric direct selling companies

Minu Chandran
Updated on 28 September 2021
3 min read

Customer-centricity is not just a buzz-word, it’s a promise given to the customers—a promise never broken. It has outgrown as a mere business concept, juggled by the sales reps, to a mainstream strategy followed by companies in managing their business. In fact, customer-centricity is what brings tremendous competition in today’s marketplace.

Direct selling industry from the very beginning has concentrated on delivering value to customers. In recent times, the direct selling industry saw a reawakening of its customer-centric tradition.

Direct Selling News’ recent initiative, the Customer-Centric Recognition program, recognizes customer-centric direct selling companies for their customer-focused strategies. The program ranks companies under Gold and Platinum categories depending on their customer-to-distributor ratio.

One fact that unifies the whole is that all the companies recognized under the DSN CCR program are based in the US. The graphical representation below highlights a region-based view of the customer-centric companies in the Gold and Platinum list along with their product categories.

Customer-centric Direct Selling Companies
Product category and headquarters of customer-centric direct selling companies

List of Customer-centric Direct Selling Companies

The customer-to-distributor ratio to qualify for the Gold category is 5-10 customers to one distributor whereas the Platinum category requires 10 or more customers to 1 distributor.

Platinum list of customer-centric direct selling companies

# Company Country Revenue 2020
(in million USD)
Revenue 2019
(in million USD)
Growth Rate Products & Services Year Founded
1 ACN USA 275 450 -39%
  • Essential Services
1993
2 Bhip Global USA 47 45 4%
  • Cosmetics
  • personal care
  • food
  • beverage
2007
3 It Works! USA 620 590 5%
  • Wellness
2001
4 Kynect USA 790 800 -1%
  • Essential Services
2004
5 Le-Vel USA 420 400 5%
  • Wellness
2012
6 Lularoe USA 500 700 -29%
  • Clothing
2013
7 Nu Skin USA 2581 2420 7%
  • Cosmetics
  • Personal Care
  • Wellness
1984
8 Scentsy USA 893 472 89%
  • Appliances
  • Cosmetics
  • Home Decor
  • Kitchenware
  • Personal Care
2004

Gold list of customer-centric direct selling companies

# Company Country Revenue 2020
(in million USD)
Revenue 2019
(in million USD)
Growth Rate Products & Services Year Founded
1 Monat USA 804 388 107%
  • Cosmetics
  • Personal Care
2014
2 Neora USA 350 390 -10%
  • Skincare
  • Wellness
2011
3 Perfectly Posh USA 105 100 5%
  • Skin Care
  • Personal Care
2011
4 Total Life Changes USA 405 120 120%
  • Wellness
2003
Source: businessforhome.org

What could have possibly brought these companies success?

This question that loomed in our minds kept us working on the topic. The research team at EpixelEpixel MLM Software provides technology solutions to help MLM and direct selling companies to digitally transform into a customer-centric organization. went deeper into analyzing these companies to identify the unique customer strategies that brought them success. It is their undying commitment and focus that has granted them prominence among their customers.

From door-to-door selling to the newest selling strategies, direct selling has never compromised on its customers and that could possibly be the reason for the successful survival of the industry since the 1800s.

 

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