P&G goals to maintain customers excited with new and improved digital buying expertise – SVP



The improved Present Me My House platform was the results of the learnings and insights the agency gleaned because it launched the primary marketing campaign in 2020, a profitable train that noticed 20-times gross sales uplift regionally at its peak.

“That was the beginning of COVID, and we’ve learnt loads from that. We needed to return to the drafting board, reinvent, redesign, and redevelop,”​ mentioned Shankar Viswanathan, senior vice chairman, Malaysia, Singapore & Vietnam, P&G and head of e-commerce, Asia Pacific Center East & Africa, P&G.

Talking to CosmeticsDesign-Asia​ on the launch of P&G’s Regional Tremendous Model Day on Shopee, he mentioned: “We got here again and mentioned, okay, there are lots of new applied sciences rising – and greater than that, customers are evolving. We’re seeing customers getting extra tech-savvy and we determined to have a look at different methods by which we are able to have interaction the patron.

“We’re one of many largest client product firms on the planet. I believe our problem has at all times been and can proceed to be: how will we make our manufacturers’ buying expertise extra thrilling, extra immersive, and make it extra accessible to customers?”

An initiative like Present Me My House was akin to releasing a brand new episode of a success serial present, mentioned Viswanathan. “We’ve got to maintain getting customers excited to return again.”

The digital buying expertise is a step in the direction of the Metaverse for the corporate, mentioned Viswanathan.

As soon as logged on, the person will discover themselves in a digital platform with 4 rooms decked out with merchandise from P&G manufacturers reminiscent of Olay, Oral B, Gillette, and Downey. On this digital house, customers can click on to be taught in regards to the merchandise, view commercials on the tv within the digital lounge and play video games like discover hidden soiled laundry to attain unique reductions.

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