Target, the leading US discounter, recently provided a stark illustration of why consumer goods companies are interested in a new e-commerce site that offers the chance to sell – and speak – directly to their customers.

Under the slogan “favour the brands priced right”, one of the retailer’s weekly newspaper insert ads displayed its own private label kitchen bags, headache pills and cleaners directly alongside more expensive brand name products from SC Johnson, Clorox and Wyeth.