The Procter & Gamble Company and e-commerce services leader PFSweb, Inc. will begin piloting an online store this month. Named the eStore, the online shopping site will be owned and operated by PFSweb and exclusively feature P&G products to consumers in the U.S. The eStore is planned to launch this spring, following a pilot of the site with 5,000 consumers that will begin in the coming weeks.
P&G initiated the eStore concept and has been working on its ideas for test concepts and programs with PFSweb. Product pricing, promotion, shelving and distribution will be at the sole discretion of PFSweb. P&G will work closely with PFSweb to identify new concepts, programs and marketing efforts to test via the eStore.
The eStore will test a number of concepts seeking to strengthen relationships with consumers and deliver e-commerce insights for categories such as beauty and grooming, health and well-being, and household care. These test-and-learn initiatives include subscription models and cross-selling capabilities, targeted iMedia and search ads, and the integration of social media with the online store.