FMCG GIANT ENTERS E-COMMERCE / P&G'S ESTORE

Courageous step of P&G. Not the first fastmover you would expect to undertake such a revolutionary step in exploring new channels for sales. Interesting to see how this plays out, especially in their relationship with retailers.

Thanks for commenting. Tim. I think in many ways P&G is extremely well placed to explore new sales channels as it's invested so much already in online communities: the interest in its brands is already there; direct sales = the final link the chain.

P&G's continued commitment to innovation and the results achieved clearly demonstrate how design thinking when placed at the heart of a business can generate success.
Design demands a rigorous understanding of what people need and this vehicle will deliver this for P&G - it's not a brave step I feel but a logical progression to respect the levels of investment they have made in their evolving stable of billion dollar brands.
New ways of doing business in this way are what will drive the next generation... and the next...

Thanks for your comment, Stephen. We'll certainly be monitoring to see whether more multinationals which house familiar brands make similar moves towards evolving a direct-to-consumer sales model.