colgate palmolive continues to implement its long-term strategy for 2030. The strategy has been in the works for nine months and focuses on technology-enabled omnichannel demand generation.
This approach reflects the company’s response to weak consumer spending, particularly in the US market. Colgate-Palmolive, in particular, has seen a slump among Hispanic shoppers amid continued immigration instability.
CEO and President Noel Wallace said the latest phase of the strategy will change the way content and messaging about its products is delivered, allowing the company to reach consumers at the right time to drive purchase behavior.
The company will revamp its organizational structure, removing silos from its brick-and-mortar e-commerce business and transforming it into a single commercial, integrated organization with a strategy to reach omnidemand consumers.
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“Our goal is to deliver the consistency of this consumer-centric model around the world, increasing brand strength and penetration,” Wallace said during the company’s recent earnings call. This is digital, data, Analytics and AI.
