How Colgate-Palmolive’s Digital Upskilling Is Leading to E-commerce Growth
This has included a range of virtual training on digital leadership and other digital skills that are personalized to meet specific employee needs, as well as provide recognition for employee participation, such as quantifying learning completions and developing LinkedIn badges promoting successful completion.
In addition to directly leading to Colgate-Palmolive growing e-commerce penetration, these efforts have advanced first-party data collection; digital media buying and advertising; and personalization, search, and social media strategies, King says.
Employee surveys indicate the company has not only improved since 20202 but also exceeds industry peers in digital and data-driven marketing.
Undertaking an unbiased approach to assessing its business has been crucial in the process, she says. “From confirming our strengths to identifying areas for growth and uncovering unique pain points, there was so much to discover that we just didn’t know at the beginning of this journey. … Once you’ve taken the time to gather these findings, it becomes much more simple to solidify your vision, identify your priorities, and set quantifiable, measurable KPIs.”
“Everyone has a better understanding about the importance of digital upskilling and how it’s an effective tool to help get the right products in the hands of the right people, in the right place, at the right time,” King adds.