FMBX News

Dixons set for new focus on product insight

Dixons retail, the group that owns Currys and PC World, will this week unveil a major overhaul of customer service with the launch of a 'Knowhow' division. The retailer plans to scrap its Techguys brand and replace it in March with a more comprehensive instore and delivery service.

Key staff were informed of the plans last week by Katie Bickerstaffe, group director of marketing, people and property. She said: 'The awareness of the Techguys is low and it has a slightly geeky feel to it. This will go much deeper and will present customers with a completely different experience. We wanted something that would appeal to everyone from the technologically savvy to my mum. Purchasing ever more complex technology is a process filled with anxiety and you just can't get away with poor service.'

The Knowhow concept covers guidelines from how delivery drivers behave when visiting homes to better communication with customers. Over a two month period, uniforms, delivery vans and up to 200 in-store clinics will be transferred to the Knowhow brand.

Chief executive John Browett, who will officially unveil the plan later this week, expects the changes to enable the retailer to set a new standard with product knowledge and retail training giving his stores and edge in a market place that has become more heated since the arrival of Best Buy from the US.

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