Procter & Gamble, one of the largest consumer goods corporations in North America and beyond, has opened a direct online store for customers in the US. The Internet store, dubbed the eStore, debuts today with a beta tag attached to its name.
The eStore is owned and operated by PFSweb and features the breadth of P&G brands, including Tide, Head & Shoulders, Pampers, Swiffer, Gillette and Febreze.
P&G has launched the eStore with a single, flat rate for standard shipping rate of $5, regardless of quantity or product size.
From the press release:
The eStore’s main function is to act as a “living learning lab” for developing e-commerce innovation to win with shoppers. Shopper insights will continue to be a strong influence in the eStore’s ongoing development to help deliver tools, features and expertise that are great for consumers and also create value and sales for PFSweb, P&G and P&G’s retail partners.
In other words, P&G insists the venture’s main goal is to learn more about online shopping, and not to compete with stores and online retailers that also sell its products. Yeah, right.
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Prior to the national launch, the eStore was tested on some 5,000 shoppers to help guide the design and development of the “ideal” on-line shopping site.
The site today features Brand Shop pages (dedicated shopping sections per brand, e.g. Pantene PRO-V), service options and tools for customized product selection, social media integrations and a rating & review section for shoppers to provide feedback on their shopping experiences.
P&G says there will also be a mobile phone application available soon, which will help shoppers purchase their favorite products at the eStore with photos from their mobile phones.
If I were Alice.com, I’d be a little worried.
