Procter & Gambleis forging ahead with three consumer-centric business priorities to address significant landscape shifts, including changes in the retailer landscape, media fragmentation and inflation.
To bridge the gap between retailer and CPG strategies, the company plans to build holistic partnerships across the entire value chain, “and not just in their traditional role as merchants,” said Shailesh Jejurikar, CEO and president, during the latest earnings call.
As the industry continues to see a convergence of retail and media, including digital commerce and how shopping agents and AI-basedsearch affect how consumers shop, Jejurikar said this has become a critical need.
As a result, P&G is focused on creating shared accountability goals with retailers, aligning objects and priorities with consumer needs at the core. This approach, he said, can help P&G position itself as preferred supplier to retail partners, helping to achieve “record levels of in-store visibility and support behind our joint priority growth initiatives.”
It’s a strategy already in the works in its Mexico market, transitioning relationships with retailers from short-term tactical planning to longer-term joint business planning. So far, these efforts have enabled P&G to capture 60% of category growth in that market, approximately twice the fair share
This initiative is supported by digitized work streams, through which P&G can use integrated data platforms, AI and programmatic shelf tools built on top of a comprehensive data lake to expedite decision-making and improve data accuracy.
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“Processes that once required multiple touch points and handoffs are now being automated, improving both speed and quality,” he said. “In many cases, time for discovery to execution is moving from weeks to hours, freeing up more time for higher-value work focused on winning with consumers.”
And regarding the crossroads of retail and media, P&G is scaling AI tools in various processes from creative development to media activation to improve content effectiveness and consumer engagement.
“By bringing together the voice of our brands, trusted experts and consumers themselves, we can more effectively reach the right consumers in the right context at the right moment and optimize what works to drive trial, awareness, loyalty and, ultimately, growth,” said Jejurikar.
