P&G’s eStore – “Learning Lab”

NEW YORK (AdAge.com) — Procter & Gamble Co. is leaning heavily on social media and cross-marketing its many brands as it expands to the general public an e-store built heavily around social media, following a four-month test with around 5,000 consumers, the company announced today.
The e-store is meant to be a “living learning lab” for e-commerce capabilities, the company said in a statement. Online retailing has been a high priority for P&G Chairman-CEO Bob McDonald since he took the company’s top job last year.
PGestore.com could become the biggest e-commerce venture to date for P&G, which since the late 1990s has often launched new products through direct online sales to consumers; once owned mass-customization online beauty retailer Reflect.com; and also has expanded the multibrand TheEssentials.com online retail site inherited from Gillette.

For the latest venture, P&G is adding touches such as product ratings, shopper feedback forums for users to share tips and links to its Facebook brand fan pages, through which consumers can buy products directly.