Asda has unveiled its shopper friendly super hero, Captain Value Mad, whose job it is to find consumers the best deals on the internet.
Located at valuemad.com the Captain is a comparative shopping tool that interrogates online sites in the UK for up-to-date deals, allowing shoppers for videos to vacuum cleaners and music to microwaves to find the best value-for-money deals.
Some of the biggest names on the web, such as Bargain Holidays, ebookers, Blackstar, WH Smith and ValueDirect, have also signed up to the service.
The initiative is Asda's first move into internet sales. A selection of regularly updated 'Wow' products will be available for credit card purchase online. Opening 'Wow' offers include a Daewoo Nicam/VideoPlus VCR for £119.99, and a Crown CD Walkman for £24.99.
ASDA 'wow' products will be available nationwide under the ASDA@t home brand, which already provides a home grocery delivery service to one million households around Watford and Croydon.
Shoppers accessing www.valuemad.com can get comparative prices for books, videos, music, software, travel, electrical goods and gifts. Other categories, such as toys and computer peripherals will be added to the portfolio in time for Christmas.
The launch is being supported by an advertising campaign through Publicis, which breaks today. The site will also be signposted at Asda's own website and from bun.com.