PROCTER & GAMBLE
18
“ Mindset can be the biggest cue . Even at a large company with many years ’ experience and proven practices in place , sometimes you have to unlearn to relearn ”
— Antoine Tyan , Associate Director , Head of Data , Digital Transformation and E-commerce for Pampers APAC , Procter & Gamble
Tyan maintains that e-commerce pages are now showrooms . Inspired by content in the food and beverage sector , Pampers is adopting a sensorial approach with more advanced imagery and video . “ We look at the channel and find ways to stand out ,” he adds . “ The role of branding is often questioned because customers can instantly compare prices and access consumer reviews . However , it becomes even more critical to differentiate from other brands . This is where we step in creating exclusive events to delight our customers with a unique experience . For instance , we worked with Lazada ( Southeast Asia ’ s number one online retailer ) to develop an event around baby play by organising a virtual baby marathon that was a perfect fit for that e-commerce platform .”
AUGUST 2019