Campaign details

Brand: Dixons
Agency: Trinity McQueen
Country: UK


Electrical Retailing: A Darwinian Struggle

Currys PC World (CPCW) and Carphone Warehouse (CPW) both face unique challenges as the only national electrical and multi-network telecoms specialists. Given the maelstrom of challenging macro-economic conditions, disruption from digital brands and the resultant shift towards online purchase & fulfillment, only businesses that provide genuine value for consumers will ultimately survive.

As such, DC continuing to thrive within the UK's retailing landscape has been far from guaranteed. It has contended with the challenge of bringing together two core brands CPCW and CPW. The business has also had to balance amongst other things its adaptation to consumers' desire for an omnichannel experience with responding to aggressive promotional activity during events like Black Friday.