Find and compare is the name of the game with Kelkoo.com, which
claims to be able to find you the cheapest deals online and highlights
the benefits of checking prices before buying online.
The French company merged with the Spanish DondeComprar.com - one of the
world’s largest directories of online merchants - earlier this year. Two
weeks later, in May, the online company joined forces with the UK
comparative shopping service Shopgenie to create a pan-European
Site characteristics: The site has ten live categories that go hunting
for what it claims are the biggest bargains online. The ten categories
are of a rather predictable nature - good old books, flights and music,
but these are due to broaden shortly.
Target demographics: Anyone who is shopping online who cares to try to
knock down the price by shopping about without having to put in the time
and energy of visiting numerous retailers.
Principal: Pierre Chappaz, 40, is chief executive and founder of
Backers: Investors in Kelkoo.com include Netjuice, Banexi Ventures,
Innovacom and the leading UK internet investment company
Marketing strategy: The dotcom launched a TV ad campaign last week,
which will be supported by a three-week internet campaign during July. A
nationwide ambient media campaign is also in the pipeline, with posters
appearing in men’s and women’s loos in venues across the country.
Competitors: Well obviously, according to Kelkoo they have no direct
competitors, but sites such as Ybag and Asda’s Captain Valuemad are in
the same vein.
THE YEAR AHEAD
Merger and acquisition is a good route to success because it acquires
customers as well as companies. However, the market is far from
unexplored in the UK and the strength of the service is unproven. -
We’re not convinced.