At the other end of the scale, you look for cars. Electricals are probably somewhere in the middle. Perchard reports that one of Comet's top-selling lines on the Internet are washing machines. Because a washing machine is a white box that will replace an old one, you can buy it on the Internet. But washing machines are a very small market.
Customers expect and trust an offline brand.
While Comet finds it hard to estimate just how much business is newly generated and how much is simply switched from the shop outlets, the fact remains that a sale is a sale. It will be a lost sale if a customer wants to buy online, but Comet is not selling in that medium. Comet can leverage on the back of that existing system. The challenge then is the integration of systems. The way to win is to have the best service levels so that we can build the trust that we already have in the offline brand.