Procter & Gamble is launching a new ecommerce "learning lab" that the packaged goods giant says will test concepts and programs that can be reapplied across P&G’s retail partners in the hopes of growing consumer affinity for P&G brands and ultimately increasing sales.

The eStore is coming out now in beta with 5,000 invited consumers; it will roll out broadly in the U.S. in March or April, the company announced.

P&G will use the online store to experiment with tactics such as e-coupons, cross-selling, and various shipping options, to monitor how these impact results. For example, someone who is purchasing Tide online might be asked if they would also like to buy a fabric softener, a spokesperson for the company explained (via Brandweek). The site will allow for P&G to change tactics quickly, in real time, and to compare results across different campaign, writes MediaBuyerPartner.
Partnering with PFSweb

P&G is working with ecommerce services company PFSweb Inc. on the eStore.

"As the growth in consumer web commerce continues to evolve, we are seeing a strong trend towards the broadening of consumer purchase interests into more product categories," said Mark Layton, PFSweb’s CEO. "With each new product category comes the opportunity to develop and test marketing, selling and retention concepts."
Pricing, promotion, shelving and distribution will be at the sole discretion of PFSweb. P&G will work closely with PFSweb to develop new concepts, programs and marketing efforts to test via the eStore.