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CINCINNATI - Procter & Gamble Co. has bought a small stake in a British online grocer, a move the consumer products maker says will add to its knowledge of Internet shopping.
The $7.5 million investment in Ocado gives P&G 1 percent ownership. Ocado, which is a partner of the Waitrose supermarket chain, says it offers home delivery of online-ordered groceries in an area of some 13.5 million households in the United Kingdom.
''It's an opportunity for us to deepen our understanding of the unique shopper knowledge that Ocado offers,'' P&G spokeswoman Tressie Long said Wednesday. ''We see it as fertile testing ground for new ideas in the online space.''
Ocado already offers P&G products such as Gillette shavers and Pringles chips on its Web site. P&G's own Web sites for its brands such as Tide detergent and Olay skin care direct consumers to online retailers or stores for purchases.
The Ocado investment is P&G's latest effort to learn more about consumers online. The company said recently that it has done job swaps with online search leader Google Inc. P&G also now offers digital coupons for its products.
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On the Net:
www.pg.com
www.ocado.com
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