Dixon's Retail: Enhancing the online experience

This case study explains how Dixons Retail, a technology retailer, united its two store brands - PC World and Currys - to meet the demands of changing shopping needs and patterns in the UK.

Dixon's Retail: Enhancing the online experience

Background

Dixons Retail has:

  • Over 500 stores across the UK.
  • Two multichannel brands: Currys and PC World.
  • c6,000 different products (average)in our larger 'Megastores'.
  • 10,000 products offered through our websites.

Eighteen months ago, our websites and stores largely operated as two independent channels, with only our Reserve and Collect (R&C) service being linking web sales and our stores.

Evolving in a multichannel world

Research

To understand the customer journey better and what changes we could make to improve our online customer experience, our dedicated Consumer Insight Team conducted thorough research including:

  • Competitor benchmarking.
  • Customer...

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