The maker of Tide detergent, Pampers diapers and Gillette shavers is taking hundreds of its popular consumer products directly to shoppers through a new Web site, reports The Associated Press.
The “eStore” that Procter & Gamble Co. is testing, an unusual venture for a consumer products manufacturer, could put it in direct competition with some of its biggest customers, major traditional and online retailers.
But the site’s supervisors say it is a consumer research “lab,” and retailers will benefit because they will get to share its findings on how shoppers respond online and in stores to digital ads, coupons, store promotions and other factors.
“We’re creating this giant sandbox for the brands to play in,” said Mark Layton, chief executive of PFSweb, which will run the new site.
Photo by P&G.