Sales Are Not the Main Goal for P&G's New Online Store

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in