P&G Launch 6 New Facebook Stores: “Live Learning Labs” [Screenshots]


P&G have upped their f-commerce game, opening new Facebook stores for  Tide, Gillette, Olay, Gain, CoverGirl, Luvs and Febreze.

As with last year’s pilot P&G Facebook stores, P&G are outsourcing e-commerce heavy lifting; this time not to Amazon, but to PFSWeb‘s eStore – an independent online retailer that exclusively sells P&G products.  The f-commerce software is a very slick looking Resource Interactive product formally known as “off-the-wall”, but now rebranded as DCP (Distributed Commerce Platform). For a brand manufacturer with limited e-commerce experience, this outsourcing is smart.

Interestingly, P&G is leaving the door open for other retail partners to join the party and sell from their brands’ Facebook pages: A message on the splash tab of the e-commerce apps invites customers to “Purchase on Facebook through these trusted retailers” – although eStore is the only option currently available (Walmart is rumoured to be interested).

Apart from the innovative ‘f-commerce without tears’ approach adopted by P&G, what’s interesting is WHY P&G are doing f-commerce at all.

It seems that for P&G f-commerce is less about sales, and more about creating a “Live Learning Lab” for the business to learn about consumers, customer centricity and e-commerce.

Whilst it may be clear why P&G are selling on Facebook, it’s less clear why consumers will want to buy from the Facebook pages of P&G brands. Why buy P&G brands on Facebook when you can buy them on eStore, or any number of online beauty and household retailers?  It’s no cheaper or faster than on eStore – in fact the stores are (ports of) the eStore.  There appear to no added benefits to shopping from Facebook brand pages.

P&G might think that consumers will appreciate the theoretical convenience of not having to leave the familiar and trusted Facebook environment and click through to external websites, but we don’t think convenience is a real f-commerce benefit.  P&G may be setting up the store as a virtual flagship store, that like other flagship stores is not there to make money, but to build the brand, and if so fair enough.  But unless P&G offer a compelling benefit for shopping on Facebook, we’re not convinced it will work.

Ultimately, our view is that simply replicating what’s available elsewhere on the Web is not a viable f-commerce solution.  The future, we think, is in Facebook fan-stores offering fan-first and fan-only exclusives, along with exclusive branded fan merchandise. All with a view to activating brand advocacy.  If P&G don’t play the “fan-exclusives” card with f-commerce, consumers may be unwilling to shop there.

 

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31 Comments

  1. […] 参考文章:http://socialcommercetoday.com/pg-launch-6-new-facebook-stores-live-learning-labs-screenshots/ […]

  2. June 10, 2011
    Reply

    “Ultimately, our view is that simply replicating what’s available elsewhere on the Web is not a viable f-commerce solution. The future, we think, is in Facebook fan-stores offering fan-first and fan-only exclusives, along with exclusive branded fan merchandise.”

    Paul, you know that I concur.

    jeff

  3. June 10, 2011
    Reply

    Was going to respond to this statement ‘There appear to no added benefits to shopping from Facebook brand pages.’ until I saw that you already know that the perceived benefit is that consumers can shop where are already are. So if they are on Facebook and happen to land on your fan page, see something they like, they can buy it without it disrupting their social time. But you already said it and your not convinced this is a benefit because the products are the same. Yes, you cannot think of an Fcommerce store in the same manner as you would an e-tail or e-commerce store. You need to think about the benefit (as you articulated) to the consumer to transact with you in the network and people want some kind of incentive – to feel special. Brands have failed because they have created these ‘warehouse’ of products on a shopping tab and called it Facebook Commerce. Not exactly…

  4. […] 参考文章:http://socialcommercetoday.com/pg-launch-6-new-facebook-stores-live- facebook商店, 社会化电子商务尝试, 社会话电子商务, […]

  5. […] 参考文章:http://socialcommercetoday.com/pg-launch-6-new-facebook-stores-live-learning-labs-screenshots/ […]

  6. […] Tide, Gillette, Olay, Gain, CoverGirl, Luvs en Febreze. Interessant artikel op socialcommercetoday, hier te […]

  7. […] Ausgangslage: Der Facebook Shop. Diese Woche startet Procter & Gamble mit neuen Shops auf Facebook. […]

  8. […] Procter & Gamble is opening 6 Facebook stores, Social Commerce Today writes.  […]

  9. […] their products. But so far, e-commerce on the site hasn’t exactly taken off. Now, with six new Facebook stores, Proctor & Gamble is hoping that Facebook users might be tempted to shell out for a side of […]

  10. […] 根据 Social Commerce 网站报道,Procter & Gamble 通过Facebook,开设了6个 Facebook Store。 […]

  11. […] de Facebook-winkels P&G vooral inzicht in hoe consumenten met technologie en merken omgaan, stelt het […]

  12. […] P&G Launch 6 New Facebook Stores: “Live Learning Labs” [Screenshots] | Social Commerce Today […]

  13. […] P& G opens Facebook stores for Tide, Gillette, Olay, Gain, CoverGirl, Luvs and Febreze [Social Commerce Today] […]

  14. […] years. While most of the current attention seems to be on Facebook storefronts, such as the ones just released by P&G, I believe online retailers will soon put their focus back on their own e-commerce sites […]

  15. June 19, 2011
    Reply

    Does anyone know what Facebook store platform P&G used?

  16. […] & Gamble is experimenting with Facebook, opening no less than six f-commerce stores. Social Commerce Today has their doubts, which we […]

  17. Mary
    June 22, 2011
    Reply

    Your title says P&G opened 6 new stores, but I count 7. Which one existed previously?

    “P&G Launch 6 New Facebook Stores”
    “P&G have upped their f-commerce game, opening new Facebook stores for Tide, Gillette, Olay, Gain, CoverGirl, Luvs and Febreze.”

    Thank you.

  18. […] Procter & Gamble is opening 6 Facebook stores, Social Commerce Today writes. […]

  19. […] The following from Social Commerce Today:  […]

  20. […] Estas son las razones expuestas por Social Commerce Today: […]

  21. […] – F-Commerce has arrived, with Procter and Gamble launching 6 different Facebook stores for brands. – Levi’s Water Less educates fans on the brand’s sustainability efforts, giving away […]

  22. […] I first saw that P&G had launched not one, but six, Facebook stores, I screamed, “WHAT ARE YOU […]

  23. […] to learn from what P&G is doing with six of their Facebook Stores, read P&G Lauch 6 New Facebook Stores: “Live Learning Labs” from Social Commerce […]

  24. […] 参考文章:http://socialcommercetoday.com/pg-launch-6-new-facebook-stores-live-learning-labs-screenshots/ […]

  25. […] Improve brand loyalty through deeper interactions with your audience […]

  26. […] P&G launching further Facebook stores this week, Jack Dorsey’s Square processing $66 million of transactions in Q1 of 2011 and NFC […]

  27. […] P&G launching further Facebook stores this week, Jack Dorsey’s Square processing $66 million of transactions in Q1 of 2011 and NFC […]

  28. […] P&G launching further Facebook stores this week, Jack Dorsey’s Square processing $66 million of transactions in Q1 of 2011 and NFC […]

  29. […] Improve brand loyalty through deeper interactions with your audience. […]

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