CINCINNATI -- Procter & Gamble here has shut down its gift-bundling e-commerce Web site, but hasn't ruled out the possibility of reinstating it in the future.
MoreThanACard.com officially ceased operations as of Dec. 26, marking an end to a multibrand marketing effort that began in April 2001 after a test-market run in 2000.
More than 100,000 gift bundles were ordered at the time it was shut down, according to Danny Kirkland, interactive marketing specialist for P&G's corporate site, pg.com.
P&G is classifying the site as neither a success nor failure, but a learning opportunity.
"We wanted to see whether or not it's possible to bundle our products in terms of meeting consumer needs," Kirkland said.
Kirkland said the site has the promise of being "a hugely successful initiative" down the road. He said it was halted because P&G wanted to focus on other areas, including its big brands, like Tide and Pampers, and large retail customers. At the same time, the same team that ran the site also runs pg.com, and it was decided that the group should devote its full attention to pg.com at this point.
The site offered six main gift bundles, each of which was accompanied by a personalized gift card. Prices ranged from $25 to $35, plus anywhere from $4.99 to $15.99 for shipping, depending on the type requested.
The most popular bundle, called "New Arrival," targeted new mothers and mothers-to-be. It featured gift certificates for two Pampers Jumbo diaper packs; a Pampers Wipes travel pack; Pampers Bibsters disposable bibs, Febreze Fabric Refresher and a Fisher Price toy. Stock was sold out at the time the site was shut down.
Along with "New Arrival," consumers responded well to "Home Made Simple," a home care bundle that included Mr. Clean Wipe-Ups, Swifter cloths and Comet powder. "Premiere Fabric Care," an assortment of fabric care items, didn't generate as much interest, according to Kirkland.