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

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