In the old days commerce strategies revolved around single, isolated transactions. Brands and merchants constantly bombarded customers with messaging spewing the lowest prices for “must-have” and “state of the art” products and services. The mentality was sell, sell, sell.
Procter & Gamble was one of the first-movers in shifting away from this mentality and looking at the customers’ entire journey with the brand. The company’s Chief Brand Officer, Marc Pritchard, who also happens to be the manager of the world’s largest advertising budget, made a statement to the world in 2012: his company would make a fundamental shift in how it operates, and sells to customers.
