"Our “Consumer is Boss” focus means we must be available to consumers when and where they seek to research or purchase P&G products."
P&G themselves define the central purpose of the eStore to be a living, learning lab. Shopper behaviours and other insights will be integrated into the evolution of the experience and will inform testing and delivery of offers, tools, features and expertise along with existing P&G capabilities in the CRM, mobile and personalized product consultation areas.
P&G has provided (or supported) many of the innovations in on-line marketing dating back to the 90s when the company gave it's agencies a clear reminder that online marketing needed to be a focus for them. Around the turn of the century, they described themselves as moving from being the "loudest shouter" in marketing to the "best listener". Many of their moves since then (including this one) confirm the intent.