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Global Ecommerce Technology Lead, Kimberly-Clark
From toilet paper to tissues, consumer packaged goods giant Kimberly-Clark sells products that everyone needs, but selling these products through ecommerce is another story. Anthony Long, global ecommerce technology lead at Kimberly-Clark, spoke with eMarketer’s Maria Minsker about how the company is responding to changes in consumer behavior and tackling ecommerce.
eMarketer: What does the term “digital transformation” mean to Kimberly-Clark?
Anthony Long: To us, the digital transformation is a representation of the change in the behavioral patterns of consumers. It’s the idea that the smartphone is everyone’s primary sidekick these days. In the minds of marketers, the transformation is a technological issue, but it’s actually a behavioral issue. The reality is whenever people have to fill a specific need or solve a specific problem, that journey starts with a smartphone. That has been the true transformation.
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Top 10 US Companies*, Ranked by Retail Ecommerce Sales Share, 2018 (% of US retail ecommerce sales)
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FMCG Retail Ecommerce Sales Share Worldwide, by Product Category, 2015-2017 (% of total retail sales)
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