The US maker of household brands such as Gillette, Head & Shoulders and Crest, opened its very first online “eStore” yesterday in a bid to sell its products directly to customers.
Brands such as Pantene, Pampers and Tide detergent are expected to be priced comparably to other retailers, bringing the Cincinnati based group directly in line with competitors that already have significant online sales.
P&G said the launch was part of a strategy to learn more about online shopping and not to compete with other retailers that sell its products through the web.
The eStore has been described by P&G as a “living learning lab” that will aid the company to collaborate, learn and listen with online shoppers.
Kirk Perry, vice president of the group’s North American operations said the site is intended to help deliver new tools, services and features that can ultimately be shared with retailers.
The eStore will be operated by Texas based PFSweb and will sell over 2,000 P&G brands, with exception of Pringles crisps.
The site will offer customers a $5 (£3.45) flat rate shipping fee for purchased goods and will also offer a number of digital coupons.