Speaking exclusively to Mcvuk.com as part of our Opinion section, Zavvi MD Simon Douglas said:
“With everything going on pre-Christmas, we decided to put digital on the agenda for when we could really dedicate some time to it, which is this year.
“When it comes to price, we obviously can’t go in and just loss lead on every single line. But we realise online is a very competitive market, and we have to be competitive, otherwise people won’t use the site.
“Our plan includes being in line with other retailers without leading on price – but it’s more about getting support from suppliers and differentiating us from our competitors.
“The offering of limited editions, exclusive products and actually having stock on items that are in short supply is better than basically going down the route of crazy discounting.”