#Amazon s'installe directement dans les entrepots #Procter & Gamble ... encore un tabou qui tombe!

Publié le par le-furet-du-retail

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"La vente et la livraison directe de produits de grande consommation aux foyers sans passer par les distributeurs ??? via une place de marché ???? mais cela ne marchera jamais ... c'est impossible... pas rentable .. quel modèle économique ... pourquoi ???  ".

Et bien si, il ne faut plus l'écarter... encore un scénario du futur auquel les distributeurs vont devoir s'habituer. Et encore une fois, c'est Amazon qui vient de casser un tabou.. et en connivence avec le leader des produits d'hygiène et beauté Procter & Gamble... qui ne souhaite pas s'exprimer sur ce sujet ... mais à l'heure des grandes négociations annuelles, on le comprend.

C'est donc le Wall Street Journal qui vient de lever le voile sur cette ''nouvelle'' pratique d'Amazon destinée à alléger ses couts logistiques et fluidifier les livraisons ... de ses gros fournisseurs. Et à prendre de court les leaders du Brick & mortar US, Wallmart et Costco en tête. Mais également dans 7 autres pays ou P&G est présent. 

 

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Le principe en est simple :"comme je fais beaucoup de volume avec vos marques ... autant faire partir les produits directement de chez vous... Allouez moi du m2 et je m'occupe de tout .... Je m'occupe de faire livrer les produits à mes clients Amazon ... directement depuis chez vous Procter''. 

Et lorsque l'on sait que Procter & Gamble fait 15% de son CA aux USA via Amazon.. on comprend vite l'intérêt commun. Et le client ne voit rien. En gros si vous commandez (USA) des produits P&Gamble sur Amazon ... il y a de fortes chances qu'il viennent directement des entrepots de la multinationale. Alors aujourd'hui Procter .. et demain ? 

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L'information sort maintenant ... mais le programme appelé ''Fournisseurs Flex'' est en place en test depuis 3 ans chez P&G, et semble déjà dans 7 autres entrepots locaux P&G dont l'Allemagne


Pour prendre de court les leaders brick & mortar, et passer du ''test and learn'' au déploiement, coutumier chez Amazon, le leader du e-commerce mondial est en train de mettre en place ce programme chez d'autres fournisseurs leaders, principalement sur des produits et biens de consommation à forte rotation.

L'ambition restant toujours le service ''à domicile'' le plus parfait et rapide possible et à moindre cout pour le pure player. Cout de stockage, cout de logistique, libération de l'espace dans ses propres entrepots.... et gagner en rapidité.

Alors comme toujours, l'information est rare, mais aucune contestation ni chez le e-commerçant, ni chez l'industriel. Et comme toujours Amazon aura la main.....

A suivre.  

Publié dans pure player strategy

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PaulH 17/10/2013 15:21














 internet RETAILER              http://www.internetretailer.com/2010/10/01/procter-gamble-sells-facebook-help-amazon






 


October 1, 2010, 3:59 PM


Procter & Gamble sells on Facebook with help from Amazon


The manufacturer is selling diapers and more via its Pampers Facebook page.




Katie Deatsch - Associate Editor



  P&G
enables consumers to buy diapers via Facebook, with help from Amazon.



Procter & Gamble has launched a service that enables consumers to use Amazon.com and Facebook to
restock their supplies of Pampers diapers and buy other P&G items while on the social network site.  


The consumer packaged goods manufacturer said this week it is selling diapers and wipes as well as products from other P&G brands, such as Tide, Or al B. and Olay, via its Pampers
Facebook page. Consumers click a Shop Now tab on the page to complete their orders and check out through Amazon.com.


Pampers is using Amazon WebStore, an invitation-only initiative launched in March that enables select sellers to build
and operate an e-commerce business that can integrate with Amazon services such as Selling on Amazon and Fulfillment by Amazon. Amazon WebStore provides the shopping cart and checkout
capabilities. P&G did not disclose what it pays Amazon for the service. Amazon.com Inc. is No. 1 in the Internet Retailer Top 500 Guide.


P&G Facebook shoppers will receive free shipping on orders of more than $25 and free two-day shipping if they are members of Amazon Prime, Amazon.com’s loyalty program. In addition to
buying on Facebook, consumers also have the option to click on links within the Shop Now hub to view Pampers products at e-retailers including Amazon.com, Kmart.com and Target.com, and then check out there. P&G says its Pampers page has 350,000 Facebook fans. The manufacturer says it plans to sell goods via its other brands'
Facebook pages and add more retailers in the coming months.


"The launch of the Facebook e-commerce capabilities via the Pampers fan page presents another example
of how Pampers strives to be there for parents where they live, work and play—in this case, at one of their favorite online communities," says Jodi Allen, vice president of North America
Baby Care at Procter & Gamble. "We are so thrilled to have such a dynamic, active community on our Facebook page, and want to find ways to provide benefits to our most loyal fans."


The new Facebook shopping channel will reach a large audience that has already shown enthusiasm for buying goods via the social network. Procter & Gamble tested the concept in
February, selling its new Pampers Cruisers with Dry Max diapers on the P&G fan page nearly three weeks before the product hit stores. In less than one hour, P&G sold all of the
1,000 packs it had set aside for the trial.


With that test, P&G used software from interactive marketing firm Resource Interactive called Off the Wall to post the Pampers Cruisers offer on Facebook fans’ walls. A Facebook user
then clicked on the image, which expanded to display information similar to that found on an e-commerce product page, such as the $9.99 price. The consumer then made her selection,
entered her shipping and payment information, and clicked the Buy button to complete the transaction.


Keeping chummy relationships with the thousands of retailers that sell its goods is a top priority for P&G. Not wanting to compete with its resellers, P&G has long been reluctant
to sell directly to consumers. Over the last year, however, it began dabbling in selling online.  It launched its own PGeStore.com in May that allows shoppers to buy P&G products
such as Tide detergent and Gillette razors, but said the main aim of the site was to gather intelligence on consumer preferences, not to complete with chain retailers.


Retailers also are beginning to use Facebook, with more than 500 million active users, to sell goods. A handful of retailers, including 1-800-Flowers.com Inc. and Avon Products Inc.’s Mark cosmetics brand, allow Facebook members to shop directly on a fan page
without ever leaving the site. Other retailers use vendors such as ShopVisible and Payvment to create a Facebook shop on their fan pages. These stores typically enable a retailer to
feature a few products with pictures and descriptions, but have shoppers click through to the retailer’s e-commerce site to buy. 




le-furet-du-retail 20/10/2013 18:12



Merci Paul,  je vais étudier cette information trsè interessante. La vente directe à de beaux jours devant elle.