P&G tests online consumer shop

Procter & Gamble is testing a website that sells its products directly to consumers. The move is likely to anger the company’s traditional retailers by running in direct competition with them

Procter & Gamble is testing a website that sells its products directly to consumers. The move is likely to anger the company’s traditional retailers by running in direct competition with them.

The website, theEssentials.com, exclusively sells P&G brands, such as Braun and Gillette, as well as P&G ranges of toothpaste, cleaning products and nappies. The website is operated by a third party, which owns the inventory but the site is covered by P&G legal terms and conditions.

The move, though currently a small-scale pilot scheme in North America, will put the company into direct competition with its retailers. A P&G spokesman claims: “We treat them like any other retailer as they buy product directly from us.”

Earlier this year, P&G said rising commodity costs meant that it was being forced to pass on “unprecedented” price increases to consumers. If theEssentials.com proves a successful sales channel and is rolled out to a wider audience it is thought it will enable P&G to compete with retailers cheaper own-brand products.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here