Customer centricity defines Procter & Gamble’s advertising, ecommerce, and digital content strategy
Consumer goods company Procter & Gamble (P&G) has experienced monumental customer change in the past year, with digital being the inflection point. It has seen P&G reinvent its brand advertising, media channels, and content platforms to reach mass audiences with targeted precision – and has made customer centricity even more critical.
It is no understatement to say that Australians have fundamentally changed their shopping behaviour over the past 12 months. Woolworths Group’s media business, Cartology partnered with FMCG research consultancy Advantage Group to survey 40 of Australia’s FMCG leaders on their view of the evolving landscape of customer needs and engagement. Their resounding response was that digital is the new front door of retail business, and the new world is a customer led one. And that’s backed by Woolworths’ own insights too.
In a three-part series Woolworths, Cartology and brands will discuss how the industry is responding to a year of customer transformation. View the last in the series below.
https://vimeo.com/572385346
Cartology is Australia’s premier media company for FMCG brands, unlocking the potential of Woolworths Group’s store network, eCom and digital ecosystems. Cartology connects brands with the Woolworths customer across our supermarkets, Dan Murphy’s and BWS. Cartology provides a direct and trusted avenue for brands to connect in a meaningful way at scale. Unless it ends in a customer – does any of it matter?
