P&G’s New Shopping Site Enlists Research Subjects

Apr 18, 2002

Procter & Gamble Co. went online with shopping experiment earlier this year
to help get its products to market faster and more efficiently, according to
a company spokesperson. The web site, Leapshop.com,
is in the start-up phase and is asking customers to register for service. It
then promises to send a password in an e-mail allowing visitors to begin shopping
online. The site advertises free delivery, top customer service and taxes paid.
It is part of a marketing effort to attract participants for online research,
adds the spokeswoman.

P&G is active in using the Internet for marketing efforts, according to an analyst for Forrester Research. It has dozens of Web sites, many tailored for individual products, and allows customers to request free samples of products from its corporate site, pg.com. Juvian.com is a P&G web site started last year allowing customers to order laundry service online as a test in the Atlanta area.

Moderator Comment: What are the benefits to P&G with
the company’s online efforts? Does this activity pose a conflict with retailers
distributing P&G products?

Learn by doing. [George
Anderson – Moderator

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