Comet is the second largest electrical retailer in the UK and part of Kesa Electricals, a pan-European group operating in seven countries.
With more than 250 stores throughout the UK, Comet offers a range of services including home delivery, installation of products such as televisions and computers, take back facilities for large products and after sales.
Comet spent much of 2006 re-branding to differentiate itself from its competitors, with a project labelled the new Comet ‘Vision’ that has customer service and staff training at its core. As a result, in-store staff took 50,000 e-learning modules; merchandising procedures were improved in conjunction with the introduction of real-time polling of stores using business intelligence software from vendor MicroStrategy; and integration of home delivery and after sales service centres streamlined customer service processes.
In the full-year financial results for parent Kesa, the company also said it would extend its ‘IT Therapy’ pilot initiative from 12 to 34 stores, including two in-store labs, to provide home and small business IT users with extended multimedia support for digital networking and productivity. A nationwide rollout, called ‘Comet On Call’ will follow. The company also committed to extending its mezzanine format in its larger stores to shore up flagging sales through its main channel, reflecting the lower footfall in UK shops’ throughput during 2007 in general.