PC Retail

It was more when than if.....

With the Profit warnings and the rumours last year of PC world closing down some of there stores, it did seem inevitable that this was going to happen.

Streamlining there stores would seem logical and does prove that even the multipes struggle as much as us wee independents.

Let’s face it; Dixons has no longer a competitive edge on the High Street Market because they are not doing anything different.
Consumers used to love shopping in Dixons because Dixons provided them with second to none service and new Gadgets, this is no longer the case.
Consumers have to now struggle to find someone to serve them and when they do the level of interest is somewhat disappointing as well as their knowledge. Especially when you’re at the checkouts and no one is there to take your money.
This is precisely why so many people are purchasing products from the internet because they would rather find out about the products themselves, rather than having all the hustle and bustle buying from a high street store.
I can not see a future for Dixons on the high street in the next 5 years because they have let the consumers down. It is a great shame, because Dixons has been more of a friendly family business and when they used to invested time and money on their staff.
It shouldn’t be all about money!!!!
This is why most manufactures know this; however DSGI still think they are a big player in high street electronics. It’s about time DSGI looks at the bigger picture and not as far as hand in front of face.

Too many manufacturers look to DSGi to establish brand awareness and loyalty for them. The truth is when you're sitting infront of a John Church and he's just insisted you cough-up £100K marketing budget for Back-to-School promotion, you have to hope it will perform some miracle. So what do PCWorld or Currys do for a brand? Simply; they stick it on the shelf, end-cap it, if you pay £25K for the priviledge, or even slip your brand in a naff TV add, for £200K and let market competition take care of the rest. Truth is, no electronic retail outlet sells a brand. That's the job of the manufacturer. So come out from behind the huge marketing spends you've been throwing at DSGi for the past 5 years and do something imaginative. OK you might not be a Steve jobs, but surely you haven't forgotten how to sell a retail brand have you? Then again you've probably let your best talent go over the last few years, because there's no money left after huge marketing spends!