Digital Provides Manufacturers A Direct Path To Consumers

Procter & Gamble and e-commerce provider PFSweb will begin operating 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.
“We are very excited about the eStore‟s potential to reach more consumers and create new
online experiences and innovations that build our brands online,” said Kirk Perry, P&G’s Vice President, North America.
Interestingly, P&G’s eStore will compete with online retailers where P&G does business like According to Blogging Stocks, it’s been the norm for retailers to push back on manufacturers’ direct-to-consumer models, as it gives consumers one less reason to enter the store, results in smaller basket sizes and greater pressure on wallet share.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.