Comet has launched a new app that gives users product information, reviews and a price checking facility.
Comet says the app, which is available on iPhone, Android and Blackberry, is the first of its kind for an electrical retailer.
The app's key element is a barcode scanner which allows users to price check in any retailer, so Comet has a valuable tool in drawing consumers away from competitors like PC World and Dixons.
The app also includes a store finder and a ‘click and collect’ option to draw users to Comet stores.
Anneka Dew, marketing manager at Grapple Mobile, which developed the app, said, “The idea is to make the shopping experience more interactive. One of the main functions is that you can use it instore and it gives you access to more information while browsing products.”
Comet’s app links to more than 15,000 consumer reviews and 1,000 expert reviews and ‘how-to’ guides on around 5,000 products.
However, it is not a transactional app, instead it links to Comet's mobile site for users that want to make a purchase.
Dew said Comet is the only electronic retailer to offer an interactive app, and Debenhams is the only high street retailer that offers similar functionality.
We reported in June about the use of mobiles for price checking, and with this new app Comet has really stolen a march on its competitors.
Assuming they can boost awareness around the app and get people to download it, they have a great weapon to draw sales away from their rivals at a time when consumers are particularly price sensitive.
Reader comments (4)
Ecommerce Director at King of Servers Ltd
12:18PM on 24th November 2011
"One of the main functions is that you can use it instore and it gives you access to more information while browsing products.”
Will be interesting to see if this sort of functionality spawns a new 'price inertia' metric for retailers in time. There'll surely be a tipping point price where the difference between the price in the store you're in versus the price elsewhere isn't big enough to make you walk out & go elsewhere...
Senior reporter at Econsultancy
3:56PM on 24th November 2011
I agree, once you've made the effort to go to a shop and find the item you want will saving a few quid outweigh the effort involved with finding it in another store?
I guess the key is adding a one-click transactional function to the app so users can quickly buy the product on their mobile before they have time to think about it too much!
SEO + PPC Consultant at Orantec
4:01PM on 24th November 2011
Have you forgotten about the android ebay app? That's had a barcode scanner for a while now and will compare prices over the whole of ebay, not just a single store! (I dont have the apple version so don't know if its the same).
Anyway, that said, I think its a good idea and great that they provide extra free information that you would have to normally ask for and not know whether to trust the assistant or not.
Im a bit up in the air on the transactional element of it though, I do feel safer having it on my phone like that, Youd hate to lose your phone one night and then realise 3 plasma screens have been ordered off it, but at the same time if I spent so much time looking through all the info about a product on my phone, a quick checkout system in the app could make your life a lot easier too.
Editor at Econsultancy
4:39PM on 24th November 2011
There are quite a few barcode scanners out there, and the one on Amazon's app represents quite a threat to offline retailers given that it is very competitive on price.
With apps like that, you can browse the latest tech offline, before finding it £50 cheaper on Amazon with free home delivery.
Offline retailers have to do something to combat this threat, and apps like this are one way.
It also opens up opportunities for in store promotions and campaigns targeting mobile users: http://econsultancy.com/uk/blog/8350-house-of-fraser-targets-christmas-shoppers-with-o2-mobile-marketing-campaign
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