The tumble dryer that we recently bought came from RDO, and we've bought other appliances from them before. So what's so good?
1) The prices are competitive - they beat Comet, John Lewis and Debenhams ...
2) ... and they offered a very good range of products.
3) The person on the phone had an informed opinion about what we were looking for - it was neither a teenage boy shifting boxes, nor was it a call-centre simply trying to close a sale. It was somebody who actually understood what a dryer would be used for.
4) She answered the phone quickly.
5) She remembered me when I spoke to her later.
6) She knew what was in the showroom, which saved me a journey to come and look at something that wasn't in stock.
7) Although what I ordered wasn't in stock, they said it would be into their warehouse three days later, and it was.
8) When the warehouse rang, they offered me a choice of delivery day ...
9) ... and then a choice of a morning or afternoon delivery ...
10) ... and they rang half an hour before they arrived ...
11) ... and they arrived when they said they would arrive.
12) They didn't try and flog me their own warranty, and pointed out that the appliance I was choosing had a five year warranty of its own that I could apply for.
In short, they did all the things that you want an online supplier of appliances to do. A benchmark.