Comet has launched its first loyalty scheme as electricals groups slug it out in fiercely competitive conditions.
Comet’s Perks scheme made its debut last week, when shoppers were offered £5 off their next purchase for signing up and 10% off essentials such as batteries.
Because electricals shoppers tend to make purchases more infrequently than, for instance, supermarket customers, the Perks scheme is not based on earning points. Instead, the scheme rewards participating customers with offers.
The launch of the Perks card was backed with a TV advertising campaign last week.
Comet commercial and marketing director Bob Darke, said: “We know our customers have many options of where to shop for electrical products and this is our way of saying thanks for shopping with us and we hope to see you again soon.”
Best Buy, the newest entrant into the electricals market which began opening its big-box stores in the spring, also has a loyalty scheme. My Best Buy participants are awarded points for purchases and providing personal data to the retailer, and are entitled to benefits dependent on the number of points amassed.
Concert tickets, invitations to product launches and personalised offers are among the rewards offered. Electricals market leader Dixons, owner of the Currys and PC World chains, does not have a loyalty scheme.
Upmarket beauty specialist Space NK has launched a loyalty programme called N.dulge. Shoppers receive a point for every pound spent and rewards include vouchers, product previews and invitations to private events.