Dixons tries new tactic to beat retail rivals

High Street retail giant Dixon’s has decided to try a new tactic when it comes to beating rival retailers in the run up to Christmas. The retail giant has realised that whilst consumers want to save money on the cost of their purchases in the current difficult financial climate they also don’t want to risk purchasing something that they know little or nothing about for the sake of saving a few pounds, as this could mean that they end up with a totally unsuitable product.

However, Dixon’s has made a suggestion to consumers, and is persuading them to go out to other High Street retailers to have a look at the different products and try them out to ensure suitability, and then rather than actually purchasing the items heading back home and placing an order for the items online through Dixon’s.

The retail giant claims that this gives consumers the opportunity to try before they buy whilst also allowing them to save money and enjoy the convenience of buying online.

An official from Dixon’s said: ‘It’s a brand-awareness campaign and I guess you can say it has worked.’

However, an official from a rival retailer stated: ‘We know from our customers that they value service above anything else, so while we wouldn’t normally comment on competitive advertising, we do find it a bit odd that another business would try to make a virtue of the fact they didn’t have anything like a comparable service.’

An official from the retail industry added: ‘The gloves have really come off and an increasing number of adverts put out by retailers have come to the attention of the Advertising Standards Authority. At the beginning of last year, advertising was about having a point of difference – organic food, good service or quality products. Now it’s virtually all about price or getting one over on competitors.’

Tags: High Street, online shopping, Advertising Standards Authority, business, anything, Dixon's, Electronic commerce, number