BEHIND THE HYPE: Tracking down bargains on the internet - Kelkoo compares sites to find the best online deals

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.

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

comparison directory.



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

Kelkoo.com.



Backers: Investors in Kelkoo.com include Netjuice, Banexi Ventures,

Innovacom and the leading UK internet investment company

netvest.com.



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.



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