Know your strengths, retailers!

The Metro rather annoyingly did a piece on this via their editorial collaboration with It’s Nice That before I had chance to post on it. But post on it I will, cocking a giant snook to those who insist that observing first is better than observing more astutely!

Down to business: I’ve been loving this series of tube ads for dixons.co.uk.

Dixons Harrods

Dixons Selfridges

Dixons John Lewis

The brilliant thing about this series of ads isn’t the subtle use of fonts and colours that enables you to identify Harrods, Selfridges and John Lewis. It’s not even the use of Tube media (and tube lines) to target the message effectively. It’s Dixon’s own recognition that as a stack ’em high, sell ’em cheap retailer, they can’t offer the in-store experience that any of the big London department stores can.

They know that people like to physically play with technololgy products before they commit to purchase – whether it’s an iPod, a flat screen telly or a surround sound system. And they know that their stores don’t necessarily give people a great customer experience. Actually, scratch that: they know that when people go to a Dixons store they get pimply straight-out-of-school ‘sales assistants’ who probably know less about the product they’re interested in buying than they do. They also get a plasticy space with stained carpets in a run-down retail unit somewhere. So, far better to play to their biggest strength: price. Go to one of the big  department stores, say Dixons. Have a great time, have a chat with the posh kid who works there, soke up the ambience and feel safely middle class! But then go home and buy your telly off our website, because it’s cheaper.

And after all, there is a recession on. I know what I’ll be doing next time I’m in the market for a flat-screen.

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