DGSi adopts Dixons Travel brand tests new PC World and Currys formats

by Alex Brownsell, marketingmagazine.co.uk 20-Jan-09, 12:00

LONDON - Consumer electronics retail giant DSGi is extending its rebranding programme to its portfolio of airport stores as part of wider plans to improve the customer experience.

The company has 28 Dixons Tax Free stores, each of which is to be rebranded as Dixons Travel. DSGi is also refreshing its ageing retail stores across Europe and looking to enhance the overall shopping experience by introducing innovations such as 'play tables', where consumers can try products before buying them.

Part of this plan involves the introduction of trial formats for DGSi's PC World, Currys and Currys.digital stores.

To date, a Currys Megastore has opened on the outskirts of Birmingham, while 40 of the group's 160 PC World stores have moved to the revamped format.

The first airport stores to receive the facelift were those in Heathrow Terminal 5 and Manchester Airport, with the fresh look rolling out earlier this month. The remaining Dixons Tax Free stores are expected to be overhauled in the next year.

A DSGi spokesman said that the new-look format is intended to improve service, value and choice at the stores.

Four of the company's 100 Curry.digital branches are also trialling a fresh look.

In March last year, DSGi rolled out an electrical accessories store brand in Terminal 5, dubbed Add. The stores' format was created by branding agency Fitch.

The rebrand is part of DSGi's 'Renewal and Transformation Plan', announced by chief executive John Browett last May.

DSGi last week announced that like-for-like sales had dropped 10% in the three months to 10 January, despite an anticipated New Year sales boost in the last two weeks of the period.