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Determined not to cannibalise its high street operation, Comet is using its Web site to explain its wide range of products to shoppers. Sean Hargrave reports
Electronics retailer Comet has recently refocused its online strategy to concentrate on those customers who are confused by the choice of goods and mountains of jargon surrounding consumer electronics.
The retailer has, of course, always been aware that its market is largely split into two groups. On one side are the knowledgeable seeking out specific model numbers, while on the other is the mass of consumers who know that they want to buy a washing machine but have no idea what sort and what all those features listed next to model numbers actually do.
Hence the emphasis of recent work on the Comet site has been to inform consumers and make their journey through the site a lot easier. The hope then, of course, is that they'll be more likely to buy rather than log off confused.
This work on aiding navigation will continue to be the focus for Comet's new media effort in the year ahead, with mobile and interactive TV not being investigated. Instead, the tried-and- tested formula of using mainly affiliate marketing to drive traffic to the site will continue. Crucially, it will remain a Web service that doesn't undercut in-store prices, because Comet's mantra when talking about the Internet is that people may have their heads turned by low prices on some pureplay sites, but deep down they realise that dealing with a site that has the back-up of a retail chain is preferable to a less familiar brand.
Greater understanding
Before browsers are turned into purchasers, though, there remains the task of helping them cut through the confusing model numbers and jargon. Hence Simon Rigby, head of direct channels at Comet, reveals his online effort has been placed firmly in allowing consumers to draw up a shortlist of products with the minimum of fuss.
"We've been investing heavily in our Research Centre," he says. "It's a buyer's guide with all the technology explained and accompanies each type of product so people can look at them and find out what features are available, what they do and where that information fits in with their...