The company has described the project, which it is developing in conjunction with e-commerce service provider PFSweb, as an e-commerce learning lab which will help develop tailored strategies to improve the sale of its goods online.
P&G has said it will share the knowledge it garners from the eStore with its online retailers to help increase sales and brand affinity.
“Ultimately, our goal in working with an experienced e-commerce business like PFSweb is to test concepts and programs that can be reapplied with all of our online retail partners in ways that exponentially grow consumer affinity for our brands and mutually increase sales for P&G and our retailer partners,” said P&G vice president North America, Kirk Perry.
Social media integrated
Projects that attempt to strengthen relationships with consumers such as the integration of social media into the online store will be investigated by the company, along with subscription models and cross-selling capabilities.
According to PFSweb CEO Mark Layton, as e-commerce grows in popularity the number of product categories it covers is expanding.
“With each new product category comes the opportunity to develop and test marketing, selling and retention concepts,” he added.
Products from P&G are available through a number of online retailers but the company does not have its own dedicated e-commerce site.
A number of media reports have described concern from the personal care giant’s retailers that through the eStore it might push them out of business.
However, P&G maintains that decisions about pricing, promotion, distribution and shelving will be at the sole discretion of PFSweb.
The company plans to test a pilot facility with 5,000 consumers before launching later in the spring.