Comet is set to introduce user-generated reviews into its marketing campaigns, as it looks to head off increasing competition from price-comparison websites.
The move is the next stage in the retailer's plans to make its website into a online destination for electrical retailing, with the firm hoping the move will encourage shoppers to create a community.
One example of the new push is a reflection of its current TV campaign 'we deal in your ideal'. Products with a five star rating are highlighted on the website with the strapline 'your ideal'.
The website will also introduce its own questions and answers service in the New Year. "User-generated content is a huge leverage for any kind of marketing activity we'll be doing in the future," Comet's head of direct channels Ryan Thomas told BrandRepublic. "We'll be using clips of people's comments, good and bad on promotional material."