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. To get the service levels ever higher, we do have to go back and integrate those systems. But service isn't just about good after-sales and good home delivery.
Service is about helping the customer select the right product.
Perchard remarks that this is not just a question of adding information to the site for consumers to wade through pages of text. Real value-added content is content that helps the customer narrow down, or even broaden out, their choices. The content must be relevant to them at the time they need it. We can then take that experience online. Instead of trying to replicate the offline shopping experience, Comet wants to adapt it to the new medium.