Resellers question Dixons' Knowhow

Repairs specialists unruffled by retail giant's after-sales support push

Smaller repairs players have brushed off news that retail giant Dixons is looking to make a big push in the after-sales support space with a revamp of TechGuys.

Launched four years ago, TechGuys runs in-store clinics in PC World and Currys stores, as well as online and phone support. In spring 2011, the operation is to be rebranded as Knowhow, in a bid to disassociate itself from its current "geeky" image.

John Browett, chief executive of Dixons Retail, un­veiled the upcoming rebrand last month and claimed services would be a big push for the firm in the coming year.

"Improvements are being made to repair teams and services ahead of the actual physical launch of the brand," he said. "We are very excited about this. We think it will have much better cut-through with customers.

"We are the only people that can operate at [this] scale and make it work in practice."

But John Carter, founder of rival repairs network fixIT­local, was unperturbed by Dixons' ambitions.

He said local specialists could always beat the big boys on customer service and provided a better service to remote locations.

The likes of Best Buy's Geek Squad and the Tesco Tech Support offering have not dampened demand for repairs among small independents, claimed Carter.

"It is a massive market, with a massive amount of calls," he added.

Austin Walters, managing director of South Wales repairs specialist AW Computer Services, claimed business remained brisk at his firm - particularly on laptop and Mac repairs.

"I have never come into contact with anybody that has used [Dixons'] services," he added. "We offer a far more personal service."