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Procter & Gamble is testing a new online venue for selling its products called eStore, a venture designed to deliver lessons in online selling that P&G plans to pass on to other online retail partners.
The initiative comes as less than 1 percent of P&G’s $79 billion in global revenue last year came from online sales via sites such as Walmart.com and Amazon.com.
Thus eStore’s goal, as P&G North American vp Kirk Perry explained when announcing the venture last month, is to test concepts and programs that can be reapplied with P&G’s retail partners that “exponentially grow consumer affinity for our brands” and increase sales for P&G and its partners.
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