Gigabit Magazine – August 2019

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.”

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

16

AUGUST 2019

PROCTER & GAMBLE