Dixons ruffles department store feathers with ads

Dixons.co.uk the online electricals retailer has sparked a battle with John Lewis after running adverts that appear to mock the department store’s middle-class values.


The DSGi owned internet retailer has launched a series of outdoor adverts on the London Underground using John Lewis’s signature colour and font that state: “Step into middle England’s best loved department store, stroll through haberdashery to the audiovisual department where an awfully well brought up young man will bend over backwards to find the right TV for you.” (See related images to view the campaign.)

It goes on to say: “Then go to Dixons.co.uk – the last place you want to go,” using Dixons’ red and white font.

The campaign which also includes online advertising taps into recent shopping habits that see consumers researching big-ticket purchases in stores before seeking out the best bargains online. The ads were created by M&C Saatchi.

Niall O’Keeffe DSGi UK marketing director says: “There is considerable price competition in our market and before committing to a purchase customers tend to do a lot of research both on and offline. This campaign addresses that head-on and says, feel free to do your research, but make Dixons.co.uk your last port of call as here you will find all your technology needs and at low prices.”

The tag line also recognises Dixons’ poor record for customer service while highlighting its value proposition.

“This is a tongue-in-cheek campaign which essentially says feel free to do your research, but make Dixons.co.uk your last port of call as here you will find all your technology needs and at low prices,” adds a spokesperson.

John Lewis head of brand communication Craig Inglis says: “Our customers value service above anything else, so whilst we wouldn’t normally comment on competitor advertising, we do find it a bit odd that another business would try to make a virtue of the fact that they don’t have anything like a comparable service.”

Dixons also appears to target Selfridges department store in a similar advert.

In September, DSGi reported a 7% decline in sales over the first quarter of its financial year.

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