Comments on: Brave, very brave – Dixons gets honest

By: Dixons vs. John Lewis – Which is really never knowingly undersold? « John Lyle's new brand thinking

Thu, 21 Oct 2010 19:38:07 +0000

[...] wrote a piece last October about Dixons and their advertising approach that directly attacks John [...]

By: Jane Love

Jane Love — Wed, 14 Oct 2009 15:54:33 +0000

Oooo! I bloody LOVE this!!! Bet the copywriter submitted this one going “they’ll never go for it…”, then died of a heart attack when the client said “OK then!”

Brilliant!

By: John Lyle

John Lyle — Wed, 07 Oct 2009 16:44:49 +0000

I didn’t know that, but I do now. I hardly mourned their passing! Thanks for the update though.

We have a retailer near me that i thought was a Dixons, but I went over to have a look and it’s a Curry’s Digital in the place that Dixons used to be and I hadn’t noticed the change as it still looks shiny and unpleasant! Even more of a risk to me if I don’t trust them and they don’t have a shop to go back to complain at!

Cheers

John

By: Deputy Dawg

Deputy Dawg — Wed, 07 Oct 2009 16:36:56 +0000

Um… you do know that Dixons IS an online retailer, and only an online retailer. They closed all their stores in the UK in 2006, and concentrated on the Currys high st brand. You’re going to have a hard time looking round their stores – no matter how good their advertising is..

By: John Lyle

John Lyle — Wed, 07 Oct 2009 15:04:31 +0000

Curry’s, Dixons and Argos all fall into broadly the same space for me. They’re all a bit crap and anything they can do to make the experience less than hateful would be an improvement.

I still wouldn’t want to hang out there, or more worrying from a brand perspective ‘be seen’ hanging out there.

There’s not many kids walking round the streets proudly swinging Dixons bags are there?

By: Andy Hanselman

Andy Hanselman — Wed, 07 Oct 2009 15:01:18 +0000

John

When I saw the advert, I immediately thought of you – well, in particular, what you thought!

A lot of this is obviously about expectations and experience. I had a ‘great’ experience in Curry’s a month or two ago. I wasn’t expecting much, but got brilliant advice and service – they ‘exceeded’ my expectations.

http://www.andyhanselman.com/2009/07/28/currys-are-hot/ if you’re interested.

Is this Dixon’s trying to ‘lower expectations’? Hey, you’ll get crap service, but you’ll get it cheap?

As you say, if it’s only about price, the internet sites will do very nicely thank you.