Displaying competitor prices proves successful for Appliances Online

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Appliances Online reports 14% uplift in conversion since introducing competitor prices to its product pages.

Price match promise

Online kitchen appliance retailer AppliancesOnline.co.uk announces 14% uplift in conversion, following a successful first month displaying competitor prices on product pages.

Online kitchen appliance retailer AppliancesOnline.co.uk announces 14% uplift in conversion, following a successful first month displaying competitor prices on product pages.

The white goods retailer launched the price match promise scheme in February 2010 to save its customers the hassle of shopping around online and to increase trust in the brand.    

The conversion uplift has been seen on product pages displaying the price match flag, such as the Hotpoint WML520P. The success of the trial is further evidenced by a 25% drop in page departure rate since the introduction of price match promise.

Appliances Online price matches to its major competitors in the online white goods sector including: Currys; Comet; John Lewis; Argos; Tesco and Asda, with the majority of the 4000 appliances they sell at consistently competitive prices.

Matthew Lawson, web & SEO manager at Appliances Online comments, “We attribute the success we have experienced with price match promise to strategic positioning on the product page and a highly competitive proposition."

“The price match promise is displayed below the fold, by which time the customer has already been presented with availability; delivery dates the customer can select; no fuss returns policy; free delivery; customer ratings; video reviews and our connection & recycling service. Giving the customer this amount of information on the product page makes Appliances Online a one-stop-shop and turns browsers into buyers.”

The retailer also offers to price match if a customer finds a product cheaper with a competitor, which is in stock and available for delivery through both websites.

Notes for Editors
Appliances Online was launched in 2000 and is part of DRL limited, the UK’s largest white label online kitchen appliance retailer. DRL was established in 2000 as an online white goods retailer and now employs over 240 members of staff in its Bolton based offices. In 2009 DRL Holdings acquired Expert Logistics and now benefits from its own dedicated delivery fleet. The company’s client list includes Boots, Marks and Spencer, Next, House of Fraser, Debenhams, Empire Direct and Screwfix, as well as its own websites, Appliances Online and Appliance Deals. In 2008 DRL was ranked 28th in The Times Fast Track 100 for sales growth.

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Claire Hampshire
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