Web sales soar for Comet
Comet has had its best ever web generated sales performance for the Christmas Sales period with sales value increasing over 32 per cent year on year.
Popular products, like LCD and plasma TV’s were sold or secured for pick up in store at up to two per minute at the busiest times on the company’s website. The strategic decision by Comet.co.uk to launch its January Sale campaign online on 25th December resulted in sales on Christmas Day increasing by 700 per cent year on year. Subsequent days also showed very strong year on year growth. The biggest on-line sales week recorded was w/c 23rd December, the first time it has been this late. Historically, sales peak the week before, depending on the last delivery date before Christmas.
Having conducted market research among 2000 of its online customers before Christmas, Comet knew that this year’s most popular service was ‘Click & Collect’ (44 per cent of those polled). During its peak trading week, over 65 per cent of its online customers opted to collect their orders from store. This included those people choosing to order products online on Christmas Day and collect them from store on Boxing Day.Commenting on its Christmas trading results, Bob Darke, Commercial Director at Comet, says “All things considered, we are pleased with our web generated sales performance. Our strong online presence has bolstered sales performance overall for Comet. We have the advantage that we are able to offer a physical shopping environment, a dedicated after sales service network and excellent sales advisors on the ground to support our web generated business”. Darke, however, adds a note of caution: “There is certainly no room for complacency in a market that continues to be very competitive – we shall continue to build on this success to further develop our multi channel proposition in the coming months.”
