Philips’ Laura Briggs on Unifying Ecommerce, Driving Category Growth, and the Power of Empathy

On this episode of Courageous Commerce, hosts Rachel Tipograph and Sarah Hofstetter communicate with Laura Briggs, head of ecommerce excellence at Philips.Laura shares how her group drives class development throughout Philips’ client items portfolio (Sonicare, Avent, Grooming & Magnificence) by establishing a common focus and analyzing the core drivers of client development as a key framework. She emphasizes that ecommerce is a group sport, explaining how her group aligns cross-functional companions round core KPIs, prioritizing the digital shelf because the important basis.She shares the problem of attaining scale and consistency globally, specializing in designing options for various personas, from tremendous customers to executives. Lastly, Laura provides her “blue sky” imaginative and prescient for a industrial working mannequin, which might contain eliminating the divide between gross sales and advertising and marketing to attain unified development.Key Takeaways: Use class development as the only, non-negotiable goal to align various international groups and enterprise models. Prioritize maximizing the digital shelf (content material, availability, and visibility) because the important basis for efficient ecommerce funding. Deal with ecommerce as a “group sport” by fostering empathy to make sure essential adoption and consistency throughout all features. The best industrial mannequin eliminates the divide between gross sales and advertising and marketing to create unified development management.