Comet has overhauled its web site to focus on customer service instead of product deals.

The electricals retailer was to unveil the new design of as Retail Week went to press. The revamped site highlights its services and product expertise over the deal-led proposition offered in the electricals sector traditionally.

The initiative is the latest effort by an electricals retailer to drive sales with a customer service approach as the market has been hit by price deflation and the success of online rivals.

The venture also precedes the UK debut of US electricals giant Best Buy, which is renowned for its customer service.

Comet, which has more than 250 UK stores and is owned by French company Kesa Electricals, said more than 40 per cent of customers research products online before entering a store. The site receives 50 million hits a year and is Comet’s largest shop window.

Head of direct channels Ryan Thomas said: “We have made a raft of improvements, which are all focused on delivering our customers the first-class service and expertise they tell us they want.”

The site now contains Flash-based personalised banners, highlighting product information. Shoppers can also access information for services including Comet on Call and next-day delivery and track orders online.

The site features a greater library of video clips showcasing products in action and a click-and-chat service, where customers can get online advice in real-time conversations with electricals specialists.

Comet was the first electricals retailer to launch online in the UK and is the leading web site in parent Kesa’s stable. Comet managing director Hugh Harvey said: “Our intent is to maintain that leadership and take what I think has been a very good, functional web site and move it onto an experiential web site.

“I think there’s a lot we can do with the type of products we sell to make the experience on our web site far more involving. This will be ongoing, continuous development.”