Colgate-Palmolive Bets on Omnichannel Demand Generation Enabled by AI

Colgate-Palmolive is continuing to execute on its long-term, 2030 strategy, which is nine months underway and focuses on tech-enabled omnichannel demand generation.

The approach reflects the company’s response to a sluggish consumer spending landscape, particularly within the U.S. markets. In particular, Colgate-Palmolive has experienced softness in its Hispanic shopper segment amid the ongoing immigration volatility. 

CEO and president Noel Wallace said the latest stage of the strategy shifts how content and messaging around products are delivered so the company can reach consumers at the right moments to drive purchase behavior.

It revamps the company’s organization structure, de-siloing it from an e-commerce business in a brick-and-mortar business and turning it into a single, commercial, holistic organization that is deploying strategies to win the omni-demand consumer. 

Also: How CGs are confronting consumer uncertainty

“The goal is to deliver consistency of this consumer-centric model around the world to build brand strength and penetration,” said Wallace during the company’s recent earnings conversation. It’s a strategy accelerated through investments in digital, data, analytics and AI.