CMO

P&G's latest experiential campaign highlights changing consumer demands in ecommerce

Procter & Gamble regional ecommerce chief talks through the latest digital campaign on Shopee and why it's important to pursue new engagement mechanisms online

An experiential campaign created for Procter & Gamble in ecommerce is about bringing the physical shopping experience for relatable goods to the digital realm and a reflection of how consumers are seeking fresh engagement in new channels, the brand’s regional ecommerce chief says.  

The ‘Show me my home’ microsite within the Shopee platform debuted in May and is based on showcasing P&G products categorised by rooms, such as the laundry. There are three rooms on offer, each corresponding to frequently purchased household and personal products.  

The campaign is also designed to add value and entertainment to the process of purchasing online, with games, live streams, educational content and a live feed from Shopee incorporated into the experience. This includes curated content on hygiene tips, a P&G branded edition of the Flip & Match game, and influencers streaming from their homes. P&G’s site is available across Southeast Asia countries and also come with localised payment options.  

Shopee is a Southeast Asia and Taiwan-focused ecommerce platform and positions itself as offering a more personalised, social approach to shopping online. The site offers targeted membership services, its live-streaming feature, Shopee Live, and in-app games.  

P&G regional director of ecommerce for Asia-Pacific, the Middle East and Africa, Kim Dong Hyun, told CMO the partnership reflected joint business goals to serve more consumers online across the region.  

The ‘Show me my home’ campaign is based on the shopper insight of intuitive category adjacencies and shelving related products together, something already widely employed in a bricks-and-mortar environment. It was originally envisaged as an offline experience in several markets and so well received by consumers, a digital experience began to be explored.  

“We wanted to bring this strategy online as we provide our consumers convenient access to P&G products in a way that’s meaningful, experiential, convenient and seamless,” Dong Hyun said. “For instance, when a shopper browses the laundry aisle, they may pick up detergent then proceed to think about getting a fabric softener enhancer because of a natural association made within the laundry category.”  

Research shows also consumers typically spends 80 per cent of their time navigating and 20 per cent actually buying, highlighting the importance of finding easier navigation methods.  

“Our set-up of different rooms creates an experience that enables shoppers to find what they need faster and with ease. These rooms act as more natural categories that trigger remembering forgotten items and encourage an effective purchasing experience,” Dong Hyun said.      

The microsite allows P&G to target the digitally savvy consumer looking for something beyond transactional engagement, he continued.  

“We are continually trying new ways to personalise and engage our customers, adding value to their shopping experience,” Dong Hyun said. “Consumers are sometimes in autopilot when shopping. Being able to make easy choices makes them feel better and they become more likely to act and purchase.”  

Measures being used by P&G to gauge success include engagement rates with the games and content, site traffic, number of new users and number of cross-category purchases.   

Dong Hyun said P&G will continue to look for ways to leverage technology and digital platforms to better engage and connect with consumers. These has seen the FMCG giant exploring everything from virtual reality to artificial intelligence and big data.

Meanwhile, P&G will be monitoring consumer behaviour and shopping trends and may add more product category adjacencies, interactive activities and education or entertainment-oriented content to the Shopee platform.  

A changing ecommerce paradigm

Shopee regional managing director, Ian Ho, said the platform was constantly trying to innovate features to suit evolving user preferences. For example, he noted its data science team was currently exploring how analysing user behaviour could be used to better recommend products to shoppers at the right time.  

With P&G, it’s also tapping tech and data infrastructure to improve the overall user experience when shopping for the FMCG’s products on Shopee.  

“As ecommerce becomes increasingly prevalent, it is crucial that we continue to upgrade the online shopping experience; to make it even more fun, personalised and engaging,” Ho said.  

And it’s clear the COVID-19 pandemic and impetus to connect more online is opening us up to new innovations and thinking around experiences online. As a case in point, Ho noted an increase in the number of offline brands joining Shopee since the start of the year, as well as both international and local brands expanding their online presence during the crisis.  

“2020 has changed the way people live, work and shop online. The current situation has materially accelerated a shift to online lifestyles that is broad, deep and irreversible,” Ho commented. “With consumers fully embracing ecommerce, businesses across industries are seen to be pushing boundaries and accelerating their digital presence.”  

Ho claimed ecommerce is no longer the transactional experience it was, but a place where people come together to interact and connect with others.

“As shoppers continue to demand greater engagement and entertainment while they shop online, it is equally important for brands to explore new strategies and innovative ways to better reach and engage their consumers,” he added.

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