—
Antoine Tyan,
Associate Director, Head of Data,
Digital Transformation and E-commerce
for Pampers APAC, Procter & Gamble“ 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”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 custom-
ers 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.”18
AUGUST 2019PROCTER & GAMBLE