Taking shop floor service online is not easy

The latest news from Dixons (MW last week) comes as little surprise to the industry – online is the direction the consumer electronics market is taking. However, for the Dixons brand to succeed online, it urgently needs to review its e-commerce infrastructure to give it the fuel it requires to take the online consumer electronics market by storm.

Consumers are now demanding the same information at the click of the mouse as is available in-store. Bridging the gap between the knowledge and service demonstrated on the shop floor by staff and translating it to Web is no easy task.

For the electronics giant, investing in back-end infrastructure and consolidating product information into one repository will be a step in the right direction. The next will be coping with the dynamism of the industry as new products come onto the market and replace old. Given its solid track record in predicting market changes, Dixons is heading in the right direction. What’s important is to get the basics right and it will be on the road to online success.

Simon Orosz

UK general manager

Hybris UK

Milton Keynes

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here