“ Every three years your entire base renews so you need the right strategies to lead customers into the Pampers brand and retain them , all in a very short window ”
— Antoine Tyan , Associate Director , Head of Data , Digital Transformation and E-commerce for Pampers APAC , Procter & Gamble of consumer behaviour and ultimately meet their needs . “ We ’ re developing the ability to identify and analyse very targeted audiences that have a high propensity of engaging with or buying our product .” Achieving insights into what drives consumer behaviour has been integral to the success of Procter & Gamble ’ s brands for nearly 200 years .
“ It ’ s one thing to observe behaviours , but you need to understand the deeper consumer motives ,” stresses Tyan , who is also excited about the possibilities for new forms of customer engagement fueled by personalisation . “ We ’ re going beyond the value of a diaper , and really starting to impact moms ’ and babies ’ lives and overall experience throughout their journeys together .”
Alleviating the impact on the planet is also a key goal for Pampers globally .
“ At Procter & Gamble we aspire to be a force for good and a force for growth . This was always the case for Pampers . We have a history of being socially responsible , working with organisations like UNICEF to eliminate neonatal tetanus . We also work on other areas where we can make a big impact , including driving gender equality internally in the workplace and externally through our brand campaigns and
27 www . gigabitmagazine . com