Can brands afford not to be shown on price-comparison websites?

Several experts shared their views on price comparison sites' surge in popularity among consumers. Andrew Hawkins, managing director, DCH, said more than 50% of consumers regularly use price-comparison sites. It's a successful business model: people are still scrabbling out of a recession...

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Bibliographic Details
Published in:Marketing (London) 2010-01, p.26
Main Authors: Hawkins, Andrew, Jansen, Chris, Hings, Tom, Vallance, Charles
Format: Magazinearticle
Language:English
Subjects:
Brands
Competition
Consumers
Marketing
Prices
Web sites
Online Access:Get full text
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Summary:Several experts shared their views on price comparison sites' surge in popularity among consumers. Andrew Hawkins, managing director, DCH, said more than 50% of consumers regularly use price-comparison sites. It's a successful business model: people are still scrabbling out of a recession and these brands are among the few actually increasing marketing expenditure. Chris Jansen, group commercial director, British Gas, said the Internet has changed businesses and brands, and given control to the customer. The customer is better-informed when it comes to making choices, and brands have to work harder to give customers reasons why they should be chosen. Tom Hings, director of brand marketing, Royal Mail, said luxury brands alone do not need to appear on comparison sites.
ISSN:0025-3650