Selling Consumables Online: P&G Tests Etailing on Amazon with Crest Whitestrips

Warc's U.S. Editor, Geoffrey Precourt, reports from New York Advertising Week on a presentation from P&G on its experiment with online retailing of consumable goods on, using its Crest 3D Whitestrips brand as a test case.

Selling Consumables Online: P&G Tests Etailing on Amazon with Crest Whitestrips

Geoffrey Precourt Warc

If Amazon is trying to become the digital Walmart, Procter & Gamble wants to be there when it comes time to stock the electronic shelves.

Amazon earned its interactive stripes with books - initially ink on paper but, more famously, with its Kindle hardware and its software collection of reasonably priced books. But the etailer has moved aggressively into MP3s and, while it's no rival to Apple's iTunes, it has grabbed a significant chunk of the download-music market.

And Internet shoppers who do online...

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