PROCTER & GAMBLE
Pampers is pushing to innovate and join its customers in a digital domain where e-commerce channels are intertwined with entertainment . Digital transformation leads the way
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E -commerce has different stages of
maturity in Asia where Pampers , one of Procter & Gamble ’ s biggest brands , is seeing the natural evolution towards online ordering of bigger packs . It provides the perfect destination for customers to browse products , utilise reviews and find deals - without having to struggle home from a store with a bulky purchase .
Antoine Tyan , Associated Brand Director , Head of Data , Digital Transformation and E-Commerce for Pampers APAC , sees huge diversity across the region . “ You have countries such as the Philippines which have a low salience of e-commerce under 5 %, and others over 80 % like Korea where almost every sale of diapers happens online ,” he reveals . “ From a solution standpoint , we have to cater for all these different stages of maturity and of the retailers that we play with , so in a country with low salience , our focus will be mainly on commercial offers . In mature markets , we have an increased need for brand building , interactive e-content and social media marketing .”
AUGUST 2019