Procter & Gamble said today it would begin piloting an online store this month in an effort to improve brand loyalty and sales.

P&G has tapped ecommerce firm PFSweb to manage the online shopping site called the "eStore." P&G said PFSweb will own and operate the eStore and exclusively feature P&G products to consumers in the U.S. The eStore is set to launch this spring, following a pilot of the site with 5,000 consumers that will begin in the coming weeks.

"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.

"Ultimately, our goal in working with an experienced e-commerce business like PFSweb is to test concepts and programs that can be reapplied with all of our online retail partners in ways that exponentially grow consumer affinity for our brands and mutually increase sales for P&G and our retailer partners."

The eStore will test a number of concepts to improve relationships with consumers and deliver ecommerce insights for categories such as beauty and grooming, health and well being, and household care. The test initiatives include subscription models and cross selling, targeted media and search ads, and the integration of social media with the online store.

According to PFSweb research, consumers expect brand websites they visit to be the best sources of information about the products offered, including access to packaging, size and product variations that meet their needs.

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