Today’s e-commerce world is much different than it was just a few years ago. said Surabhi Pokhriyal, Vice President and Chief Digital Growth Officer at . church & dwightthe “e” became silent.
This is because the lines are blurring between traditional online commerce channels such as DTC sites and marketplaces and other means such as influencer-centric social platforms and retail media. According to Research and Markets, platforms like TikTok Shop, Meta’s Shops, and YouTube Shopping are increasingly facilitating product discovery and impulse purchases. The research firm also said that U.S. consumers are shifting their content consumption to short-form videos.
In response, Church & Dwight is leaning toward a data- and AI-powered approach that allows it to leverage the consumer journey in a variety of ways from the beginning, regardless of channel.
“We want to engage with consumers at the zero moment of truth,” Pokhriyal said on a recent call with investors.
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For people who can’t keep their phones more than a foot away from their hands, Pokhriyal said TikTok can inspire them on a journey of discovery and help them get into stores to find products.
“Right now, platforms are compressing that journey. You see it, you want it, you click on it, and you get it right within the platform,” she added.
Scrolls of Ruin continues to progress, so possibilities for involvement abound. That’s why Church & Dwight has focused on creating single-use, bite-sized snack content that engages consumers in a meaningful way and encourages them to purchase from their brand.
“In the next stage, we want to ensure productivity by creating content that can be translated and cross-market,” Pokhriyal said.
