Comet launches reward scheme

Comet has launched its first reward scheme to drive repeat custom in the fiercely competitive electricals sector.


The Comet Perks card is designed to build loyalty with shoppers by rewarding them with special offers.

The electricals chain says that it does not enjoy the same level of repeat custom as supermarkets, so the Perk programme does not operate a points collect and redeem system. Instead customers are rewarded with special offers.

An introductory offer gave customers £5 off their next purchase.

The scheme, which is being supported with an advertising campaign, ties into Comet’s recently launched “Come and Play” brand message by “inviting customers to come back to our stores, try out new products and get advice from our friendly staff.”

Comet has revamped its brand identity and stores to encourage consumers to associate Comet with the lifestyle aspects of buying and enjoying new electricals to drive emotional engagement.

Bob Darke, Comet’s commercial and marketing director adds: “We know our customers have many options of where to shop for electrical products and this is our little way of saying thanks for shopping with us and we hope to see you again soon.”

Its rival Dixons, which operates Currys and PC World, does not have a loyalty programme. However, US electricals chain Best Buy runs My Best Buy.


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Josie Allchin

Dominic Rowbotham, head of business development at RMI, advises retail marketers on improving planning. Although retail marketing is becoming increasingly important, many brands and agencies still see it as a simple sales uplift mechanism and being a cumbersome and labour intensive to plan and execute. The reality is that retail marketing does more than just […]


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