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Richard J. George, Ph.D.'s RetailWire Blog
January 15, 2010
P&G to Launch Online 'Learning Lab'
FROM RETAILWIRE:
Procter & Gamble has built its business on consumer insights and the company is looking to gain even more with a new "eStore," selling directly to consumers. Will the eStore enable P&G to gain consumer insights that it is not currently getting by selling through the other e-tailers?
MY COMMENTARY:
I think this is less about consumer learning and more about consumer sales. With SKU reductions, payment on scan, more private label, and other plans of traditional retailers that will limit the effectiveness and efficiencies of national brands, P&G appears to be testing the waters for offering its own company store. The pendulum has swung in the favor of retailers over manufacturers. P&G's efforts in this area are meant to balance the pendulum and insure that the company understands the opportunities/threats/challenges that online shopping creates. I view this as a terrific preemptive move. |
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