Will good, better and best ranges work for consumer electricals?

There’s more movement in the consumer electricals retail market with the latest initiative to be rolled out by DSGi.

The retail chain, which owns PC World, Currys and Dixons.co.uk, has overhauled its own brand consumer electronics products as the latest phase of its transformation plan.

It’s taken the move that is most widely recognised in the supermarket sector and is rolling out four own brand ranges Essentials, Logik, Advent and Sandstrom, that span from basics to high tech consumer goods.

Tiered own brand ranges have done very well for the supermarkets and it seems to be something that fits naturally with what PC World and Currys customers are after.

Tesco’s tiered own-brands range from basics through to Finest.

Much like some of Tesco’s customers are after a basic sliced white loaf of bread while other Tesco shoppers are looking for an all singing, all dancing sliced loaf dusted with gold flakes, some Currys customers may be looking for an HD-ready 52 inch television with all the latest gadgets built in but others are looking for a simple TV to watch in the kitchen.

With the four newly consolidated brands, DSGi will be able to offer customers the same kind of value and choice for whatever they need, in a hierarchy that’s easily recognisable across both PC World and Currys.

It’s worth noting at this point that although the arrival of US retail chain Best Buy has sharpened up the likes of DSGi, Comet and the supermarkets with significant electricals offerings, DSGi was already part way through its transformation and renewal plan before the US giant opened its doors.

The consolidation of DSGi’s own brands is in the same vein as its store refits and the link up between its Currys and PC World stores. It fits into the overriding strategy of making the business more consumer-focussed.

The stores are now unrecognisable from the dark days when electronics retailers aimed to take advantage of consumer confusion to make sales.

Its customer service and in store advice has improved tenfold – its staff no longer work on commission despite the commonly upheld notion that they do.

The sector has certainly been heating up since Best Buy, the US electricals chain landed in the UK earlier this year.

With this latest step in DSGi’s evolution and the opening of further Best Buy stores later this year, it will be interesting to see how these retailers compete in the run up to Christmas when on the battle is most closely fought.

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