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P&G launches online shopping portal

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble formally introduced its online shopping website to U.S. consumers May 20. The site - called eStore - sells P&G branded products including Olay, CoverGirl, Gillette and Crest. The site was launched to serve as a "learning lab" for e-commerce innovation, firm says. The e-Store "will help [P&G] listen, learn and collaborate with online shoppers to find new opportunities to serve consumers' household, beauty and grooming needs," said Kirk Perry, P&G's VP North America. The site - PGeStore.com - features "brand shop" pages for P&G brands, "making shopping for products more intuitive and helping shoppers make the perfect product selections for their needs," P&G says. The site also offers live chats with P&G consultants, social media integration, a forum for shopper feedback and $5 standard shipping - and will soon include a compatible mobile phone application. The eStore could potentially compete against online retailers already selling P&G brands (1"The Rose Sheet" Jan. 25, 2010). P&G launched a test version of the site in January

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