Customers who buy computer products from online reseller Wstore will be refunded twice the price difference if they find the goods available cheaper elsewhere.
Wstore, which launched its UK site in June last year, said it will also match the price of a product if a customer finds it cheaper at a competing reseller before making a purchase. The pricing pledge will apply to all competitors including high street and other online stores.
Tony Price, managing director of Wstore, said: "We believe this is the most aggressive pricing initiative ever undertaken by a reseller in the UK. We want to build loyalty and show our customers that we are competitive. This is not a gimmicky, short term promotion but a permanent offer."
Price said the pledge was not intended to kill pricing competition or to create profits. "We are not interested in a bidding war. We have low overheads at Wstore so we can be competitive. We are not scared of any market," Price said.
The pricing pledge will not apply to exclusive reseller promotions. Customers will need to have written proof of the cheaper price within seven days of receipt of the purchase.
A spokeswoman for online competitor Jungle.com said the company also price matches any product offered by other resellers, including online or high street retailers, but said it did not offer refunds or double the difference.
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