Dixons launches price offensive

Retail giant promises to match all competitor's prices on its range of electrical goods

Dixons.co.uk, the online arm of electrical giant DSG, has launched what it believes is the first online price promise to be offered by a major electrical etailer in the UK.

The promise commits Dixons.co.uk to match the price of all major competitors on electrical products from its extensive range.

Nick Wilkinson, managing director with responsibility for Dixons.co.uk said: “Price promises have been part of bricks and mortar retailing for a long time, but until now no major retail brand has been prepared to take the plunge. We think that customers deserve this sort of reassurance, which is why we have announced this move.”

Dixons.co.uk checks more than 10,000 prices online per week using software tools called intelligent spiders that trawl the web to identify prices on other etail sites.

In April, DSG announced that the Dixons brand would focus exclusively on e-commerce operations, with all Dixon stores being rebranded as Currys.digital.

“We have a substantially wider range online today than we ever had in-store and we are determined to become the market leading electrical etailer in the UK, " added Wilkinson.