Dixons revamps as hi-tech showcase

Dixons is embarking on a retail design facelift that involves the development of a new store concept with Checkland Kindleysides, as well as an in-house interiors revamp.

The high street electrical retailer will rework the interiors of 120 stores in its existing estate before Christmas.

Marketing director John Mewett says the move is part of broader brand revamp aimed at repositioning the company as a purveyor of ‘stylish, new technology’, while maintaining its price proposition.

‘The objective is to bring the retail experience closer to the aspirational characteristics of the technology. It’s about bringing the “wow factor” back to the front of the shop,’ he says.

Mewett says there is ‘some crossover’ with the update of the existing estate and Checkland Kindleysides’ work.

Dixons is abandoning its approach of positioning cash desks at the front of the store and instead will showcase products such as wide screen televisions. It will also encourage customers to interact with products.

‘Research has shown that customers want to find out about the latest products and see and play with them,’ says Mewett.

The store update is due for completion by early November, ahead of the Christmas shopping season. Mewett would not comment on a timetable for the Checkland Kindleysides project.

These developments follow the closure of 106 loss-making Dixons stores earlier this year, as well as a ‘substantial business audit’. Dixons last week launched its first TV advertising campaign in three years, created by M&C Saatchi.