Kelkoo to relaunch

Kelkoo is relaunching its global comparison site business in response to growing competition and changing consumer habits.

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The site, which launched in 2000, hopes that the relaunch will help it “break the comparison site mould” and regain its position as the “number one shopping and travel destination”.

Chris Simpson, Kelkoo CMO, says: “When we started our consumer insight, it was clear that the brand didn’t have a connection with people. People knew it, and it has a long term residence in the mind, but no one knew why they knew it.”

“Consumers tended to come across Kelkoo more by accident than by design. The overhaul is not just about what services we’re offering people, it’s about how we’re presenting it that sets us apart from the competition,” he adds.

The new site aims to be “more than just a price comparison” and will combine consumer reviews, provided via Reevoo’s trusted review service with expert reviews and buying guides.

The site also includes a function that allows users to hover the mouse over products to compare prices and specifications without having to navigate multiple pages and links to social media sites so that users can share and Like products via Facebook and Twitter.

Kelkoo competes with other sites such as Google Shopping and Shopzilla.com. It is the 10th most visited comparison shopping website, according to comScore (see table below).

It is also introducing the strapline “Zoom in. Buy Brighter”.

Simpson adds: “Comparison sites are either shouty or anonymous, and the reason some make so much noise is that they don’t have a point of difference. We needed to focus our message around where consumers can get value from us [that they cant get from other comparison sites].”

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