Online only?
I'm pretty sure Dixons still has stores at Heathrow. They had three at Terminal 5 when I returned from London last week, including one under the "PC World" brand.
UK etailer calls self 'the last place you want to go'
Dixons, the UK electronics etailer, has a new tagline. "Dixons," its homepage reads, "the last place you want to go." See for yourself: Dixons - the last place you want to go to Countless Reg readers are questioning whether the site has been hacked - or defaced by a disgruntled employee. But the company insists the change …
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Wednesday 23rd December 2009 12:51 GMT Jay 2
JL never want my money
Every time I've tried to spend a fair amount of money with JL they manage to get me to shop elsewhere. Like the time they said they don't stock TVs that cost more than £2k, when several meters away was one priced at £3k! Mind you they didn't have the model I wanted for a few months after I purchased elsewhere, and even then it was more expensive. And then another time they wouldn't price match a DVD/HDD recorder against an in-store only offer at a shop about a mile away.
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Tuesday 22nd December 2009 10:24 GMT LuMan
Looks about right to me!
Just when you thought Dixons could de-skill its workforce no more, they play a blinder and have you communicate directly with a machine. We expect this at places like Argos, where you trawl through a catalogue before handing a chit over to someone who is purly trained to take your money (although, in fairness, I have gleaned useful info from Argos employees), but a company like DSGi who claim to have all the flaming answers? It's laughable!
DSGi were, are, and always will be, nothing more than boxshifters who value their customers and staff lower than their carrier bags!
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Tuesday 22nd December 2009 10:24 GMT Anonymous Coward
@Fazil
Where have you been? DSG International owns the Dixons, Currys and PC World brands in the UK, it still has outposts on mainlaind europe include other e-retailers (such as Pixmania) and bricks and mortar stores.
Dixons left the highstreet and has been replaced by Currys, the out of town retail stores are indeed branded as PC World.
Some how they remain the biggest electronic retailer in Europe!? How on earth they manage that I dont know.... but then X-factor got 19 Million viewers, so maybe there is a correlation somewhere along the line?
If you had been reading the 'El Reg' over the last few years you would have kept pace.
but, as its Christmas and season of goodwill. I do see where your coming from it, it just didnt deliver.
As for he fact DSG group stores, its amazing they still exist. Overpriced, Shocking customer service typically by 16 years or ex carpet salesmens just peddling which ever over priced product (normally last years model) is top of this weeks marketing campaign. As for any qaulity of aftersales support! ?
Go to John Lewis, there prices are competitive with most highstreet and a fair raft of the e-tailers. Instore and aftersales customer support is excellent across all product lines. Wether its electronics or household goods.
It matters not to them that its a PC, TV or Sofa there staff are helpful, respectful and focused on you. Non of this snide surly "init mate" or "wot ever" culture to be found in DSG stores.
I have almost a big a pathalogical hatred of DSG as I do Jazz! So imagine the inormaty
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Tuesday 22nd December 2009 10:24 GMT Nick Mallard
May be old but someone has to point out how daft it is
As above. It's probably supposed to be a clever parody of the old joke "it's always in the last place you look" - because you won't keep looking after you've found it. But it doesn't work. Dixons and Saatchi and Saatchi are falling foul of Crap English Syndrome.
On the positive side : lot's of hits from people wanting to point and laugh at their moronism.
The the flipside : Ideally Dixon's will want them to go "oooh" at their low prices.
Low prices? Heh. Couple of "deals" and loss leaders on the front page and the rest is overpriced rubbish.
All ironic of course, when you bear in mind when they did have stores. Dixons would be the first place you'd go to find a TV or something then go somewhere decent/reasonable/trustworthy to buy it.
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Tuesday 22nd December 2009 10:53 GMT Gulfie
100% Right...
... for all the wrong reasons. I only go into Currys/PC World to see the hardware in person. I would never buy from that bunch of work-shy undertrained muppets, even online.
I'm far more likely to do my research and then go into somewhere like John Lewis where the service if there is a problem will be (a) personal and (b) second to none. And the prices are pretty good as well.
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Tuesday 22nd December 2009 16:35 GMT Paul RND*1000
Outsourcing?
So, let me get this straight, they've outsourced their customer service to their competitors?
John Lewis should price match, undercut or come close to the prices offered by Dixons, then issue every floor employee with an iPod Touch or small tablet PC or similar, and while they're helping the customer pick the right HDTV or whatever, pull up the prices on Dixons site showing that they might as well just buy right now in the store.
Wouldn't be at all difficult to make that stupid tagline ring very true indeed. :)
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Tuesday 22nd December 2009 11:10 GMT JasonW
Can't fault them on the slogan
I've been saying this for the last 10 years or more - "<expletive> Dixons! That's the last place I'll go."
Still won't go there unless it's either a life-threatening emergency (and I honestly can't think when DSGi could ever help in that scenario).
I'd rather head off to somewhere like John Lewis (other stores are available) and get it for less with a better warranty and staff that have a clue what they're selling (unless there's been a step change in DSGi staff and they now know what they're selling?)
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Tuesday 22nd December 2009 13:53 GMT Mark McC
They're always known
"...(unless there's been a step change in DSGi staff and they now know what they're selling?)..."
What they've always sold - 3-year super extended warranties that happen to come with a box of electronic stuff ("uhh we don't really know what's in the box, it's just thrown in when you buy the warranty").
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Tuesday 22nd December 2009 11:10 GMT The Mole 1
Want and need
Maybe the marketing people need to think about want and need. If it were "The last place you need to go" then (while still having some negative connotations" it would make far more sense and get closer to the message they are trying to get across - you don't need to look any further.
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Tuesday 22nd December 2009 11:40 GMT MinionZero
"Dixons.co.uk is a challenger brand and the campaign reflects this"...
WTF is a “challenger brand”? ... Sale people terminology is at times, indistinguishable from crazy moron terminology.
This Turnip is a challenger brand and the campaign of the little people that live under the stairs reflects this.
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Tuesday 22nd December 2009 11:40 GMT Anonymous Coward
DSG Staff
Like other posters, I go to view physical hardware and have to bite my tongue every time one of them asks "Can I help you?" - I have this overriding urge to reply "I sincerely doubt it"
I tried to buy from their "buy online pick it up in store" because I needed a couple of laptops fast. One was the wrong spec and the other was already sold by the time I got to the shop about an hour later so don't waste your time with that option.
Shame - Dixons used to be a man-creche while my wife wandered aimlessly round the clothes and shoe shops......
Not that I'd ever buy anything from them of course.....
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Tuesday 22nd December 2009 13:44 GMT Z80
@ "duty free" prices
As far as I know, the duty rate on some types of electronics is rather low or in the case of laptops, mobile phones and certain digital cameras, zero. That could be why the prices in those duty free shops in airports aren't that special for many things.
If you had room in your suitcase for a telly you could perhaps save a reasonable amount but I guess they don't sell stuff like that.
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Tuesday 22nd December 2009 14:23 GMT Jamie Kitson
Quite Good
I thought it was quite a good tag line, though not obvious taken out of context on their site, the ads in the tube read like an ad for John Lewis or Apple "speak to the sails assistant in the saddles, view the models in spacious hall" blah blah and then ends "and then go to dixons.co.uk, the last place you want to visit."
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Tuesday 22nd December 2009 15:26 GMT Andy 70
dixons.. they do have one thing sown up...
my olds had lightning strike their TV ariel, and it toasted everything connected to it. digibox, VCR, TV, i think the DVD player and stereo bit the big one too.
covered by insurance, not a problem. but the insurance company would only give out dixons/currys vouchers. so they were kinda stuffed if they wanted value for money, or decent kit.
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Wednesday 23rd December 2009 00:49 GMT Damien Thorn
Fair game.
As dixons is also an "e-tailer" the slogan was apt.
Although people looking for goods online tend to choose price over store, it would seem looking at like for like products, they may well have been accurate.
With no disrespect to dixons, the internet is an open market, and there prices simply dont always appear to be the cheapest. So the slogan "the last place you want to go" in that instance would be accurate.
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Biting the hand that feeds IT
