Procter & Gamble, the world's largest consumer packaged goods manufacturer, is moving from mass marketing toward household-based marketing. P&G looked to Critical Mass to help evolve its corporate site from bland brochureware to dynamic solutionsware to enable the company to develop deeper relationships by delivering specific, relevant tools, product offers and content to individual stakeholders.
Procter & Gamble wanted to accelerate the adoption of its products, solicit feedback from consumers on their needs and desires, and offer samples, advice and opportunities to purchase new-to-the-world products. Its site, however, was a static entity that offered little opportunity to involve the customer on a personal and relevant level.
Critical Mass worked with Procter & Gamble's Corporate Communication and IT group to completely rebuild P&G's corporate Web site to allow personalization, content management and targeted communication. The new pg.com is a highly consumer-centric, state-of-the-art enterprise portal that allows P&G to effectively update site content and collect relevant feedback from their important stakeholders. The site features tools for online recruiting and investor management, and the pg.com store allows consumers to purchase new-to-the-world products even before they reach retail shelves. We refreshed and revitalized the company's Web site while providing a framework to aggregate its 300 brands and over 2500 pages of information under a user-friendly system of navigation.
We met the technological challenges of pg.com with solutions that provide Procter & Gamble with a high degree of maneuverability on the Internet. To ensure that we maintained strong site performance, platform scalability and application extensibility, we designed pg.com with clear separation between the five major components of any Web site: Presentation templates, Content, Business Logic, Business Rules, and Data.
Best Practices in Corporate Communication (BPCC) ranked PG.com #1 in their 2002 Corporate Web Site Study (which included 529 Fortune 1000 companies) and said, "While the BPCC team studied many exceptional Web sites throughout this study, only a select few deserve to be titled ‘best of the best.' The top three Web sites on this study are paragons of excellence, setting the pace for communications on the Web...Procter and Gamble is truly paving the way for new and innovative corporate Web development."
