“The shelf is not just a place, it’s a strategy” – P&G rethinks the customer experience in Hungary

Interview with Joanna Bohdanowicz, Senior Director Central Europe at Procter & Gamble

Joanna Bohdanowicz

“Hungarian consumers are conscious – and that’s exactly what we build on”

What drives Hungarian consumers today?

Efficiency, availability, and value for money are dominant – says Bohdanowicz. – Whether it’s diapers, laundry pods, or feminine hygiene products, consumers come with clear expectations, and we respond to these. For example, in diapers, leak protection and overnight comfort are key – these are not marketing buzzwords but real demands. In the case of dishwasher capsules, this means they must perform without compromise – regardless of the dishwasher type, cycle duration, or water temperature. The same approach applies to feminine hygiene products, where a sense of security and reliable protection are essential.

How does P&G respond to consumer expectations?

Our first step is always to listen: we pay close attention to what consumers expect from us. We develop effective products, but we know that alone is not enough – if a product isn’t available, its effectiveness doesn’t matter. That’s why it’s essential for us to be present wherever consumers shop – whether in traditional stores or online platforms. We aim to ensure that not only the desired brand but also its most preferred variant is easy to find – simply, clearly, across all channels.

What makes P&G’s sales approach unique?

The goal is not just to place products on shelves but to optimize their placement. Statistics show that a purchase decision is typically made within 5 seconds. That’s why P&G designs displays that simplify decision-making. Planograms, visualizations, and in-store placement are all based on insights from data and research into shopper behavior.

What does constructive disruption mean in the Hungarian market?

It means introducing new solutions that create comfort and value for consumers. For example, with Braun’s IPL technology, we brought a salon-quality service into the home environment – explains Bohdanowicz. – This saves time and money for the customer and provides a direct response to changing needs.

How is P&G adapting to e-commerce?

The online shelf is infinite. It’s not just about being present, but about offering the right pack size, content, reviews, and searchability. We continuously refine our products and improve the shopping experience based on customer reviews and ratings.

What’s the internal driver of this performance?

Our people. At P&G, employees work on real projects from day one and have the opportunity to try themselves in new areas. Training programs, partnerships with universities, and mentorship by senior leaders all contribute to making P&G not just an adap