PROCTER & GAMBLE
30 we work with Dentsu in Japan on advanced programmatic solutions .”
Pampers also employs the digital marketing talents of yellowHEAD , a performance marketing agency that is a global partner for the brand . “ Our work together is primarily to optimise our cost of acquisition to our CRM , notably through fast iteration cycles ,” adds Tyan .
Tyan stresses that e-commerce is “ growing at the speed of light ”, supercharged by the linkage from social media . “ Consumers are very receptive to key influencers . The link is becoming more prevalent as we
“ 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 ”
— Antoine Tyan , Associate Director , Head of Data , Digital Transformation and E-commerce for Pampers APAC , Procter & Gamble move towards social commerce . Customisation is another key trend , we all want something that is relevant to us as consumers and ignore generic messages . This leads e-commerce to personalise platforms at a user level , which is a challenge ,” he says . “ As a brand trying to excel in search , and optimise its virtual shelf , a personalised world means that you don ’ t have as much control over customer experience . How do you win in such a fast-changing environment ? There ’ s a clear expecta-
AUGUST 2019