It will highlight products such as the iPad Mini, Kindle Fire, Google Chrome laptop and new Windows 8 products and expects to sell 90 tablet devices and e-readers every minute in the UK during the last week before Christmas.
Dixons will also highlight the convenience of its multichannel operations in its Christmas advertising to demonstrate the ease of shopping online, in-store, via mobile or using click and collect. It expects to see a marked increase in sales through multichannel this Christmas.
The TV ad breaks this evening (6 November) and the retailer will launch promotional activity focusing on different deals each week until Christmas.
Andrea Silver, Dixons marketing director, says: “Its getting very complicated out there in technology. It’s not just about buying the right device anymore but about how it connects with your other devices and mobiles.”
TV activity continues the animated creative concept Dixons introduced earlier this year to highlight Dixons’ specialist staff and its Knowhow service proposition rather than taking a festive approach, but Silver says its festive marketing will come through other channels.
Rival Comet has recently entered administration marking one of the largest casualties of the high street since Woolworths collapsed in 2008.