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Which? launches price comparison service

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Following a successful six month trial, Which?, the UK’s leading consumer organisation, has renewed its contract with in an exclusive 12 month deal to let its millions of loyal users compare prices and buy products through Which? Compare.

As part of the deal, the homepage will feature a special ‘Ready to buy?’ section, providing direct access to the PriceRunner-powered price comparison engine at — where users can find and compare the best products and the cheapest prices available in hundreds of stores, before going on to buy.

Renowned for the ‘no advertising, no bias, no hidden agenda’ message that underpins its consumer-focused reputation, Which? conducted a thorough review of all UK price comparison sites. It selected PriceRunner because it lists as many retailers as possible, regardless of whether a store pays for an enhanced listing or not. Products are listed with the cheapest real price, including delivery, first.

Steve Pitman, head of online at Which?, said: “Offering a price comparison service was the next logical step for Which?. Our research is the most robust and reliable you’ll find and now consumers will have the ability to complete their shopping experience by buying the products reviewed, at the very best prices.

“After careful and detailed analysis of the leading price comparison services, PriceRunner proved the best fit with the Which? ethos. Independent and objective, it provides price comparison from a huge range of stores, whilst also going to great lengths to ensure that all the details are accurate and competitive — and always with the consumer in mind.”

Peter Carlsson, general manager for PriceRunner UK, commented: “Which? is a remarkable and truly prestigious brand to work alongside. Obviously, we are delighted they have recognised and endorsed our long-standing commitment to impartiality, and we look forward to providing their already savvy shoppers with the first-class price comparison service they expect and deserve.”

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