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Drugstore.Com and P&G's Crest Whitestrips: Engineering Supplier-Centric Strategies to Drive Sales and Deepen Relationships

Published by: Jupiter Research Corporation

Published: Feb. 6, 2002 - 3 Pages


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Abstract

Drugstore.com sought selection as P&G’s online partner for Crest Whitestrips pre-orders. At the time of the selection process, Crest Whitestrips were selling briskly, despite only a limited release. The partner, therefore, had the potential to reap significant product sales and to acquire new customers at a relatively low cost—the latter being particularly critical from pure-play Drugstore.com’s perspective. Furthermore, a well-executed campaign by Drugstore.com could foster a closer working relationship with P&G, and could be leveraged to win similar deals with other manufacturers.

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