P&G has revealed, in partnership with Singapore’s Economic Development Board, an additional investment of US$30million in its digital innovation centre, one year after its launch.
The E-Center 2.0 expands on the original E-Center project, created together with the government body to drive digital innovation and transformation in Asia-Pacific’s retail and consumer goods industries.
The new investment has seen the opening of the i-Singapore Digital Omni-channel Center, focused on P&G working with retailers in the region to achieve commerce innovation and produce disruptive new ideas for today’s consumers.
Moreover, P&G is bolstering its e-Analytics division by hiring a new team of data scientists tasked with developing new digital capabilities to strengthen its APAC operations. Among its responsibilities are creating customised brand solutions and driving better reach through optimized media plans and advanced analytics.
The E-Center 2.0 is also developing automated tools, using machine learning, to enhance supply chain and distribution capabilities.
Magesvaran Suranjan, president of P&G APAC, said the E-Center has helped “accelerate our digital transformation and growth in the region” since its launch, and that P&G remains committed to “collaborat[ing] with key local partners and develop local and international talents”.
Beh Swan Gin, EDB chairman, said: “P&G is a strategic partner in our efforts to place Singapore at the forefront of digital innovation for consumer businesses.”