Technology: Kelkoo rethinks PR strategy

Shopping platform on hunt for agencies to develop and support brand in Europe.

Online shopping service Kelkoo is reviewing its PR requirements across Europe, as part of a detailed plan to revamp its brand positioning.

The site is currently Western Europe's largest shopping platform by geographical footprint, covering ten countries. But Kelkoo only ranks third in terms of European users, attracting more than ten million users per month.

Kelkoo Europe PR director Cristina Rebollo told PRWeek the company was reassessing its agency needs on a pan-European and local market basis.

'Kelkoo is revising its PR structure and is looking to select an agency to partner with on the development of its European PR strategy and the orchestration of its central PR activity,' said Rebollo.

'We are also looking to appoint agencies in the UK and France to support our local PR programmes of activity.'

Kelkoo's current agencies are Brands2Life in the UK, and Hopscotch in France.

Rebollo, who joined Kelkoo in July 2009, is in the midst of building out the website's PR capabilities. Earlier this year, Tracy North arrived as senior PR manager.

The company is also recruiting two PR managers, one for the UK and one for France.

The overall goal, said Rebollo, is to 'revitalise' the brand and position it as a leader in online shopping. 'As a result, Kelkoo is also undertaking a detailed review of its brand to ensure it delivers a highly differentiated and engaging brand positioning and a compelling product offering to consumers. This brings with it a new set of communication challenges and opportunities.'

According to the Mintel Internet Quarterly research report, consumer use of comparison sites has dropped over the past year, in contrast with expectations that bargain-hungry consumers would fuel usage.

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