The shift to e-commerce means brands need to be much smarter about all aspects of customer experience. There's a new opportunity for FMCG brands in the way products are received and unboxed. In this exclusive Q&A, Patrick Miller, co-founder of Flywheel, and Tiffany Lilze, Senior Director, e-commerce Supply Chain and Innovation, Procter & Gamble, talk to David Tiltman, VP content at WARC about how marketers are waking up to this new route for creativity.