How P&G is reacting as COVID-19 brings ten years of e-commerce progress in eight weeks

Procter & Gamble, the consumer-packaged goods manufacturer, is ensuring that its marketers and supply-chain experts are more closely aligned to meet the rising demand on e-commerce platforms.

Tiffany Lilze believes the COVID-19 epidemic has forced the consumer-packaged goods industry into the e-commerce future – and it won’t be coming back.

“We have made ten years of e-commerce progress in the last eight weeks,” said Lilze, who serves as senior director/e-commerce supply chain and innovation for North America at Procter & Gamble, the owner of brands like Tide detergent, Pampers diapers, and the Head & Shoulders haircare line.

Lockdowns, the closure of physical stores, and social-distancing regulations led many shoppers to look online to make purchases large and small as the Coronavirus grew. And that shift had a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands