Procter & Gamble is implementing a new digital customer engagement platform to improve personalised communications with its estimated 4.6 billion customers around the world.
The packaged goods giant has appointed Sitecore to deploy a system that it says will “help deliver relevant, personalised and meaningful customer interactions” both via the web and through mobile phones.
The system will support its entire brand portfolio, including the likes of Pampers, Tide, Oral-B, Duracell, Olay, Head & Shoulders, Wella and Gillette.
Sitecore’s customer engagement platform adds customer insights to web content management systems. The combination of data and content delivers a complete view of the customer, and, according to the blurb this “enables marketers to sense and adapt realtime to a consumer’s behaviour”.
The system is designed to provide P&G customers with a truly personalised experience most relevant to their preferences throughout the time they are online.
Sitecore’s system is used by many of the UK’s top digital agencies, including AKQA, Global Beach, TMW, Publicis Chemistry, Amaze and 20:20.
P&G is coming to the end of a $3bn ten-year IT services deal it has with HP.
