P & G New Online Shop Strategy
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p & g new online shop strategy

MARKETING EXECUTIVE
See interview of Dileep Kumar Pandey
Arguably the greatest and most prolific branding organization in the world, the Procter & Gamble Company is renowned for its test marketing prior to launching any product. The company's new eStore, an online shopping hub for its brands which just launched in beta, is no different.

P&G says it enlisted 5,000 shoppers to help guide the design and development of their "ideal" online shopping site. The eStore features many of the bells and whistles of such leading e-commerce sites as Amazon.com, including product ratings by consumers, purchase recommendations based on products placed in the shopping cart, and free shipping over $25.

While the eStore sells P&G's household, beauty, and grooming brands directly to consumers, it serves another even more valuable purpose for the company. Its main function, says P&G, is to act as a "living learning lab," both to develop e-commerce innovation, and to garner continuous feedback and what consumers like and want.

That's all well and good, but with lower prices and direct-to-consumer sales, what about its retail distributors?

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