Homebase has launched an innovative online shopping initiative offering customers deals on specially selected products, the final price being determined by the number of people who sign up to the deal.
Called Homebase Co-buy, the idea trades off the popularity of sharing via social media, and people's love of competitions and countdowns. Homebase, which is working with social-commerce technology specialist Buyapowa on the initiative, says it will also help shape future buying decisions.

www.buyapowa.com/homebase offers a small range of products for sale at any one time, each offer lasting for only a few hours and limited to 20-200 customers per deal. Customers can vote for the product they would most like, and then benefit from discounts that increase as more people sign up. Customers are encouraged to share the deal with family and friends via Facebook, Twitter and email.

Discounts could be as much as 50% for some products, and the buyer who refers the highest number of people to the deal gets their product for free.

Gideon Lask, founder and CEO of Buyapowa said: "Co-buying is the perfect way to get social audiences shopping. People love systems with a bit of fun to them: a game, a competition, a countdown. We love taking on the system, getting something for nothing and gaining social kudos. These are the human truths that already drive social media. Co-buying taps into these social drivers."

Homebase managing director Paul Loft added: "We're offering customers a new way to shop with us with this innovative approach, as well as showcasing the range and quality of products we offer. Co-buying puts customers at the heart of the shopping experience, and our teams will be watching the products they choose to help inform buying decisions in the future."

Products offered in the first co-buy included a Karcher pressure washer, a Flymo electric hedge trimmer and a Morphy Richards microwave.