WEBVTT 00:00:00.125 --> 00:00:03.044 Patricia, Amaryllis, welcome to you. Patricia, to you first. 00:00:03.044 --> 00:00:07.882 Just tell me about the challenges that CPG companies face 00:00:07.882 --> 00:00:08.842 in their e-comm transformation. 00:00:09.050 --> 00:00:14.973 We have major challenges because there is a strong pressure on short term results. 00:00:15.807 --> 00:00:22.188 So everyone is trying to mainly recover profitability and deliver bottom line, 00:00:22.188 --> 00:00:27.861 but we also see, dramatically, changes in the way that consumers buy, 00:00:27.861 --> 00:00:33.825 right, and we also see a significant evolution on the sales channels. 00:00:33.825 --> 00:00:37.287 So from one side, we have this pressure on short term 00:00:37.287 --> 00:00:42.000 results and in the other side, we need to really to adapt and we need to 00:00:42.000 --> 00:00:47.172 embed new technologies and new ways of working in in the way we manage our business. 00:00:47.172 --> 00:00:50.800 Are these trends that you're seeing across the industry? 00:00:50.800 --> 00:00:51.384 Is that right? 00:00:51.426 --> 00:00:52.343 Yes, absolutely. 00:00:52.343 --> 00:00:53.595 I think Patricia is spot on. 00:00:53.595 --> 00:00:56.806 I think those challenges are well spread across the industry. 00:00:57.265 --> 00:01:00.477 I just want to say, like, sometimes we have to look at the, 00:01:00.477 --> 00:01:04.314 at the glass also have full. There are lots of, a lot of opportunities. 00:01:04.314 --> 00:01:06.900 The same challenges present also tons of opportunities. 00:01:06.900 --> 00:01:10.153 If we think about the technology, what the users expect. 00:01:10.737 --> 00:01:15.909 I think there's also a huge opportunity in front of us, especially when you think, 00:01:15.909 --> 00:01:20.121 we think about channels like e-comm and also technologies like AI. 00:01:20.455 --> 00:01:21.748 What is the future of e-comm? 00:01:21.831 --> 00:01:22.582 How you see it? 00:01:23.875 --> 00:01:26.586 I think actually e-comm is the future of sales. 00:01:27.462 --> 00:01:33.593 So I, I think as more and more, we still need to look at e-commerce as 00:01:33.593 --> 00:01:38.723 something with specific lens because we need to foster it. 00:01:38.848 --> 00:01:41.559 It's not, it's not ready to be integrated in the 00:01:41.559 --> 00:01:42.769 majority of companies. 00:01:42.769 --> 00:01:47.649 That's my, in my view, like if you have less than 30% of your 00:01:47.649 --> 00:01:52.904 business on e-commerce, then it definitely needs a dedicated team. 00:01:53.113 --> 00:01:56.908 If you are from 10 to 20%, you can start to integrate. 00:01:56.950 --> 00:02:01.204 But only if you have more than 20% of your sales on e-commerce, 00:02:01.204 --> 00:02:06.334 then you can really think e-commerce are something that is fully part of your 00:02:06.334 --> 00:02:07.335 sales strategy. 00:02:07.627 --> 00:02:11.756 So the way I see it is one e-commerce is the future of sales. 00:02:11.756 --> 00:02:14.843 So in the future, I don't think we will have this kind of 00:02:14.843 --> 00:02:16.511 split, but we are not there yet. 00:02:16.845 --> 00:02:21.099 And without any doubt, the future of e-commerce, 00:02:21.099 --> 00:02:28.314 which is the future of sales is how do we embed AI to bring efficiency and to help 00:02:28.314 --> 00:02:29.816 us to grow sales? 00:02:29.816 --> 00:02:31.025 Is that how you see it Amaryllis? 00:02:31.359 --> 00:02:31.901 Absolutely. 00:02:31.901 --> 00:02:34.612 I mean, I love the future inception here. 00:02:34.821 --> 00:02:38.783 I don't know when I close my eyes and I think five years into the future, 00:02:38.783 --> 00:02:41.286 I don't really see like tech-enabled journeys. 00:02:41.286 --> 00:02:46.166 I cannot imagine us speaking on the phone or like having that many physical interactions. 00:02:46.166 --> 00:02:50.128 And like in some geographies, you don't even have to wait that long. 00:02:50.128 --> 00:02:53.464 Like you go to China, even like to the US these days and you 00:02:53.464 --> 00:02:56.593 see some of those journeys like really being the reality. 00:02:57.010 --> 00:02:58.178 So 100% with you. 00:02:58.761 --> 00:02:59.012 Yeah. 00:02:59.012 --> 00:03:01.764 Can I just add something because I think it's super important. 00:03:01.764 --> 00:03:05.935 And like I've been working in this digital transformations and e-commerce in 00:03:05.935 --> 00:03:08.813 many consumer goods companies and different markets. 00:03:09.272 --> 00:03:13.902 And there is a major myth when we think about this technology, 00:03:13.902 --> 00:03:19.032 because what we see in reality is that everyone is already digitized. 00:03:19.699 --> 00:03:24.162 So once I was visiting in Indonesia, visiting a retailer there, 00:03:24.162 --> 00:03:27.415 which is the market, and he was selling food. 00:03:27.957 --> 00:03:31.669 And then when I looked, I thought, no, I don't think he's digital, right? 00:03:31.669 --> 00:03:35.256 There's nothing digital in that environment. 00:03:35.423 --> 00:03:40.261 But then I asked the owner of this store, how do you buy? 00:03:40.720 --> 00:03:42.138 How do you source your products? 00:03:42.305 --> 00:03:46.893 And he pick up his phone and he showed me the WhatsApp and he said I talked to the 00:03:46.893 --> 00:03:48.394 sales app through WhatsApp. 00:03:48.645 --> 00:03:52.732 So I think it's extremely important what Amaryllis said, 00:03:52.732 --> 00:03:55.068 because the tech is already here. 00:03:55.735 --> 00:04:01.032 And many times we have this kind of misconcept, you know, we think, oh, no, 00:04:01.032 --> 00:04:02.283 it's too far away. 00:04:02.283 --> 00:04:05.495 Like, oh, in emerging markets, it's not there, 00:04:05.495 --> 00:04:10.041 but we see like in Latin America, an average independent retailer, 00:04:10.041 --> 00:04:15.630 they mix up to 10 different channels to buy and from these ten different channels 00:04:15.630 --> 00:04:19.092 to source their products, 60% are already digital. 00:04:20.718 --> 00:04:23.179 So it's really here. 00:04:23.346 --> 00:04:24.973 Patricia, Amaryllis, 00:04:25.306 --> 00:04:26.432 Thank you so much for your time. 00:04:26.432 --> 00:04:27.058 You're welcome.