{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/6255a8c0c946f200129ac2df/693339041d60032496b90287?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Philips' Laura Briggs on Unifying eCommerce, Driving Category Growth, and the Power of Empathy","description":"<p>In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Laura Briggs, Head of eCommerce Excellence at Philips.</p><p><br></p><p>Laura shares how her team drives category growth across Philips' consumer goods portfolio (Sonicare, Avent, Grooming &amp; Beauty) by establishing a universal focus and analyzing the core drivers of consumer growth as a key framework. She emphasizes that eCommerce is a team sport, explaining how her team aligns cross-functional partners around core KPIs, prioritizing the Digital Shelf as the essential foundation.</p><p><br></p><p>She shares the challenge of achieving scale and consistency globally, focusing on designing solutions for different personas, from super users to executives. Finally, Laura offers her \"blue sky\" vision for a commercial operating model, which would involve eliminating the divide between sales and marketing to achieve unified growth.</p><p><br></p><p>Key Takeaways</p><p><br></p><ul><li>Use Category Growth as the single, non-negotiable objective to align diverse global teams and business units</li><li>Prioritize maximizing the Digital Shelf (content, availability, and visibility) as the essential foundation for effective eCommerce investment</li><li>Treat eCommerce as a \"team sport\" by fostering empathy to ensure critical adoption and consistency across all functions</li><li>The ideal commercial model eliminates the divide between Sales and Marketing to create unified growth leadership</li></ul><p><br></p>","author_name":"Adweek"}