I’ve been traveling by tube this week so have just come across Dixon’s current advertising campaign and it has me intrigued.
If you haven’t seen it here’s an example:
Another one says:
‘Get off at the fashionable end of Oxford St., drift into the achingly cool technology hall of London’s most happening department store and view this year’s must have plasma courtesy of the sound and vision technologist in the Marc Jacobs sandals then go to dixons.co.uk and buy it.’
All of these are accompanied by the strapline: Dixons.co.uk: The last place you want to go.
Now if I was Harrods or Selfridges I might be grateful for a competitor sending customers in my direction. I’d be out there training my sales assistants to convert the enquiry into a sale so they don’t ever go on to the Dixons site. OK Harrods and Selfridges are not known for their cheapest prices but John Lewis, who also feature in the campaign as ‘Britain’s most loved department store’, have a ‘never knowingly undersold’ promise so what possible reason could I have for going in to them and then going on to the Dixons site?
Niall O’Keefe, UK marketing director at DSGi said: ‘There is considerable price competition in our market and before committing to a purchase customers tend to do a lot of research both on and offline. This campaign addresses that head-on and says, feel free to do your research, but make Dixons.co.uk your last port of call as here you will find all your technology needs and at low prices.
In fairness therefore I’m not their target market. However does the campaign do what O’Keefe says it does? Where does the campaign say that Dixons have low prices? It may imply they have all the latest technology but where does it say it? My 18 year old daughter’s take is that Dixons can’t help you so recommend you go to one of their competitors for advice!
Dixons have only closed their stores in the last couple of years and they didn’t enjoy the greatest reputation for service so many customers probably still remember Dixons as the last place they would go to shop. Why should they now think of that as a positive action to take?
Of course Dixons have achieved one thing, they’ve got people talking about this campaign and maybe that has driven traffic to the website but I’d love to know whether it has converted leads into sales.