Dixons introduces “fundamental shift” in service approach

Dixons is overhauling its service business by introducing Knowhow, a new service brand that aims to help customers of its PC World and Currys stores get the best out of their purchases.

Dixons says that Knowhow is not just a “relabelling” of its service programme but a “fundamental shift” in how it does business.

The new brand and logo will be introduced to both Currys and PC World stores and products, across the uniforms of Dixons’ service teams and its fleet of delivery vans from next March.

Knowhow will replace its existing service proposition Tech Guys, which will be axed and rebranded under the new banner.

Dixons says the service initiative will be core to its retail business and will help customers choose and buy products and install and repair them if anything goes wrong.

The “added value services” include a dedicated website and a “unified” in-house call centre.

Dixons says Knowhow has been designed to “to be on the customers’ side and by their side through the whole technology buying process” and so its in-house call centre staff, delivery drivers and technicians will be retrained with “the know-how”.

Katie Bickerstaffe, Dixons group director of marketing, people and property, told Marketing Week: “In the past two years we have done an enormous amount of work to drive our service proposition forward. Now we’re taking it to another level.

“We’re changing our operational model to make it work. You can’t just wallpaper over something that doesn’t work,” she adds.

Knowhow will become part of Dixons’ above the line marketing strategy for both PC World and Currys.

The launch is the next phase of Dixons ongoing renewal and transformation strategy that has already seen its stores and product ranges revamped.

Dixons recently partnered with Lucas Films and launched an advertising campaign starring Star Wars characters C-3PO and R2-D2 to promote its megastores.

Dixons is due to report half-year results on Thursday 25 November.


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