News Network, the digital arm of News International, has launched
Europe’s first service allowing surfers to haggle over the price they
pay for goods on its auction site, Firedup.com.
The new buying mechanism, called Haggleware, is designed to bring an
extra element of interactivity and fun to auction shopping.
On the website, Fired-up.com, haggling will initially replace auctions
on a handful of products. On other products customers will be able to
choose between haggling and auction, and they can also close an auction
that hasn’t provoked any bids.
Jean-Paul Sanchez, the marketing director of Firedup, said: ’Using
Haggleware is a fun way to shop and a good fit with the Firedup brand,
which is all about entertainment and escapism.’
The technology enables immediate purchase, unlike an auction, where the
customer has to wait for it to close before they know if they have
secured a purchase.
Lynda Rathbone, the product director at Firedup, said: ’The auction
prices are very competitive but some customers get turned off waiting
for the deal to close. This is an entertaining way to present users with
the opportunity to purchase immediately.’