En los últimos años las marcas consolidadas se han visto asediadas por las marcas blancas más que nunca. Mercadona llegó incluso a retirar 1.000 productos de otras enseñas de sus supermercados aunque posteriormente ha repuesto algunas de ellas. Ahora Procter and Gamble abre un nuevo canal de venta en EEUU con el lanzamiento de eStore. El objetivo es vender directamente a sus clientes.
Aunque la compañía afirma en un comunicado que la intención es utilizar la plataforma para experimentar y mejorar la interacción con el consumidor y no para competir con establecimientos ya existentes, está claro que invierte en un futuro en el que el comercio electrónico estará a la orden del día.
En la página se pueden adquirir prácticamente todas las marcas que tiene en su propiedad P&G, y que incluyen Gillette, Pampers, Pantene, Tampax y Head and Shoulders. El coste de envío será una tarifa plana de 5 dólares sin importar el tamaño ni la cantidad del producto.
Y dejo la siguiente reflexión, en vez de invertir en campañas de comunicación para convencernos de las maldades de las marcas blancas ¿por qué no se alían y crean una buena plataforma de e-commerce para quitarse de en medio al intermediario? Será una buena forma de apostar por el futuro.
¿Qué pensáis?
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