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One of Australia’s biggest online department stores, OO.com.au, has launched a new initiative to alleviate one of the greatest frustrations of online shopping – seeing a recent purchase go on sale just days later.

Available for members of OO.com.au’s Cool Rewards Loyalty Program, the ‘Great Rebate’ offer means that if a customer purchases a product at OO.com.au and it goes on sale within seven days, they are automatically sent a gift certificate to the value of the difference in price. This is the first time an online retailer has offered such a guarantee on customer purchases.

“The nature of online shopping means that retailers are not limited to the same sales cycle as traditional department stores. In this environment, prices can change significantly and in a very short period of time,” said James Mooring, marketing director, OO.com.au. “Our aim is to always provide our customers with the best possible value, even if they have already made their purchase.”

If a customer is entitled to the ‘Great Rebate’ offer, OO.com.au will automatically send them a gift voucher for the value saved - they don’t even need to have seen the discounted price online. “With about 50 products going on sale daily, consumers can expect to see significant savings,” Mooring said. “We predict that hundreds of OO.com.au customers will receive a ‘Great Rebate’ voucher every day.”

The ‘Great Rebate’ offer will be available during December, with the possibility for an extension into 2013 based on customer feedback. Recipients can use their gift voucher for anything on OO.com.au’s website. ‘Great Rebate’ gift vouchers are valid for six months, with no minimum spend required and no restrictions on the products they can be used for.