Electrical retailer Comet (http://www. comet.co.uk) has joined up with News International in a cross-promotional deal which will see The Sun’s free Internet access service CurrantBun (http://www.CurrantBun.com) promoted through its stores.
Promotion of Comet’s e-commerce site has been secured on the CurrantBun site while CD-ROMs carrying software for the free ISP brand are being distributed instore, in a move which mimics the prime distribution channel established by market leading ISP Freeserve through Dixons-owned electrical goods stores.
According to Andy Measham, controller of Comet Direct, the revamped site, backed by the CurrantBun promotional tie-in, “presents a major opportunity for us to develop closer relationships with a growing number of customers who, for various reasons, prefer to buy electrical goods over the Web”.
Joe Riordan, Comet managing director, has placed a modest target value of e-commerce transactions of just “six figures” by the end of the year. But despite Riordan’s caution over the short-term value of transactions on the site, traffic has already leapt considerably following its promotion on The Sun’s Website, he says.