A big brand is not enough to secure success as online player

Brand heritage is not enough to successfully move a high street brand to online only. However, if affinity for the brand is allied with a bold creative strategy, a brand that has floundered on the high street can go on to thrive as an e-tailer. Last week, John Roberts, CEO and founder of web commerce site Appliances Online, tabled a seven-figure bid for Comet that could see the electricals retailer saved from administration and revived online. Roberts told Marketing Week that it is the Comet brand's "synonymous" association with retail and its existing web traffic that makes it valuable. However, the brand would need a "careful" relaunch, he says. "The big question is whether the equity transfers online. Comet's online sales mix is undoubtedly awful. However, we see that as a huge opportunity if it is driven by a business that understands online, can exceed customer expectations through outstanding service and knows how to maximise the huge traffic that the brand generates."