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Procter & Gamble testing new ‘eStore’ to edge out competition

2010-01-15 03:13:25 (GMT) (Caymanmama.com - Business Technology News)

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Detroit, Michigan (CaymanMama.com) — Proctor & Gamble, the 8th largest corporation in the world by market capitalization, is taking on a new endeavor to try to corner the market with hundreds of their most popular consumer products including Tide detergent, Pampers diaper and Gillette shavers through a new Web store.

Sure to put an edge on the competition, the “eStore” that the consumable goods maker is currently testing will stand to put it in direct competition with some of the company’s biggest consumers and major retailers.

However, those that are spearheading the site say the eStore is a consumer research “lab” and retailers will have an advantage as they will have the ability to share findings on consumer habits on 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 P&G’s eStore.

In order to lure consumers who actually purchase P&G brands to the eStore, P&G will advertise the new website with the hope that convenient online shopping and special discounts will attract more traffic.

To get the consumers who actually buy those brands to play along, P&G will advertise the site — and hope the convenience of shopping online and the special offers at the site draw customers.

According to the Associated Press, “P&G wouldn’t say whether the eStore’s prices will beat those in stores or on Web sites that also sell competitors’ products, like Amazon.com. But shipping initially will be at a flat rate of $5.”



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