John Roberts, CEO and founder of Appliances Online, said: ‘Following the announcement of Comet’s administration there was a lot of criticism being levied at online retailers. We strongly believe the chain failed because of mismanagement from the top that failed to put the customer first.
‘In light of this and given Appliances Online’s fantastic reputation for service, we felt the time was right to stand up and defend the criticism being levelled at etailers such as ourselves and have brought in Beattie’s Manchester team to help us do this.’
The agency to date has implemented a campaign communicating Roberts' rationale as to why Comet failed, as well as elevating the company’s reputation for customer service.
Lyndsey Evans, who leads Beattie’s Manchester office, said: ‘Despite being a £300m turnover business with an extremely loyal following on Facebook and Twitter, there was little media awareness of Appliances Online.
‘When Comet went into administration this provided the perfect opportunity to engage media with the brand. Following our announcement of the brand’s bid for the Comet website, every national business desk is now aware of Appliances Online and its commitment to providing great customer service. Our next step is to build on this with a consumer campaign that goes live in the New Year.’