Comet features user-comments from website in traditional ads

The retailer is trying to combat competition from price comparison sites by building its own website into an online destination and community where customers share product knowledge, give star rating reviews and upload video content of their experiences of products.

The products with five star reviews are now being used to promote Comet's Christmas gift range with the strapline ‘your ideal' to mirror the current TV message -‘we deal in your ideal'.

Next year, the site will also replicate Yahoo's answers service with a new ‘ask and answers' service which allows customers to respond to other queries and answers are rated.

‘User-generated content is a huge leverage for any kind of marketing activity we'll be doing in the future. We'll be using clips of people's comments, good and bad on promotional material,' said Ryan Thomas, head of direct channels at Comet.

Thomas said there was a higher conversion rate for products with good customer feedback, while problems with products could be fed back to manufacturers. The comet.co.uk community has been developed by Bazaarvoice.

This article was first published on Marketing

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