Dixons.co.uk disappears in re-branding

Channel News

After years of only existing on the Internet, Dixon’s has disappeared as a brand name

Years after the store name disappeared from the High Street, Dixons has now finally gone from the Internet.

Six years ago Dixons Retail rebranded its High Street computer stores to Currys.Digital, but until today it kept its retail website Dixons.co.uk website going. Now it seems hat Currys and PC World are getting new websites and it is felt that the Dixons.co.uk has lot relavance.

A Dixons Retail spokesman told Retail Week  that customers are shopping “multichannel” these days and mixing online and in-store shopping, said.

Often they are checking prices or specs online before heading to the store, or on a smartphone when in-store. Others look at a product in the shop before ordering it online for home delivery or to pick up in store.

In such a world a business which is neither one, nor the other like Dixons.co.uk. is less likely to do so well.

He said that Dixons Retail’s multichannel sales in the UK and Ireland were up 48 per cent in the quarter, with sales up 7 per cent.

Dixons Retail has been restructuring after it posted a whopping £224m loss last year as it paid to close failing stores in Europe. However it has been doing well in the UK where its profits have been up 15 per cent.

It looks like the Dixons name is now only alive in airports where Dixons Travel stores in airports continue to operate under that name.



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