Dixons ruffles department store feathers with ads
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Dixons.co.uk the online electricals retailer has sparked a battle with John Lewis after running adverts that appear to mock the department store’s middle-class values.
The DSGi owned internet retailer has launched a series of outdoor adverts on the London Underground using John Lewis’s signature colour and font that state: “Step into middle England’s best loved department store, stroll through haberdashery to the audiovisual department where an awfully well brought up young man will bend over backwards to find the right TV for you.” (See related images to view the campaign.)
It goes on to say: “Then go to Dixons.co.uk - the last place you want to go,” using Dixons’ red and white font.
The campaign which also includes online advertising taps into recent shopping habits that see consumers researching big-ticket purchases in stores before seeking out the best bargains online. The ads were created by M&C Saatchi.
Niall O’Keeffe DSGi UK marketing director says: “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.”
The tag line also recognises Dixons’ poor record for customer service while highlighting its value proposition.
“This is a tongue-in-cheek campaign which essentially 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,” adds a spokesperson.
John Lewis head of brand communication Craig Inglis says: “Our customers value service above anything else, so whilst we wouldn’t normally comment on competitor advertising, we do find it a bit odd that another business would try to make a virtue of the fact that they don’t have anything like a comparable service.”
Dixons also appears to target Selfridges department store in a similar advert.
In September, DSGi reported a 7% decline in sales over the first quarter of its financial year.
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Readers' comments (20)
neville sankey | Mon, 21 Sep 2009 12:05 pm
desperation tactics?
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Anonymous | Mon, 21 Sep 2009 12:08 pm
Given the choice which i have buy all my electricals from John Lewis and not Dixons as John Lewis aftercare is fantastic.
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Andy Clarke | Mon, 21 Sep 2009 12:47 pm
It's simple - Dixons - a brand in trouble. Red and white and nowhere to go. The high street model, with no customer experience and only shouting price, is dead.
For Dixons read Woolworths.
Good publicity for JL I'd say.
Andy
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Anonymous | Mon, 21 Sep 2009 1:06 pm
DSG could not have found a more suitable tagline than: 'Go to Dixons.co.uk - the last place you want to go'. They hit the nail right on the head with commenting on where not to shop.
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Anonymous | Mon, 21 Sep 2009 1:36 pm
Its funny that Dixons would do that and clearly stating that it should be the last place you would want to go to is crazy to me, Dixons is also known as an electrical supplier not a department store i actually thought they were having a dig at Harrods. Silly move dixons
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Leon Hidderly | Mon, 21 Sep 2009 2:58 pm
I think it will be an effective campaign, Dixons is significantly cheaper than JL and I think they are addressing the main reason why customers buy from JL over Dixons head on.
In the current climate price is everything!
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Rachelle Headland, Pulse Group | Mon, 21 Sep 2009 4:49 pm
Yes of course people go to John Lewis for the service and the better shopping experience and avoid Dixon's like the plague, that's exactly what Dixon's shopper insights have told them and that's exactly why they're running this campaign. They've quite boldly said fine, get the experience and advice in John Lewis and when you've made your mind up buy from us as we'll be cheaper. It's not a bad move in this climate even amongst John Lewis' loyal, middle class shoppers.
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Rebecca Davies, BSI | Mon, 21 Sep 2009 5:18 pm
I definitely think it is a bold move by Dixons. I can see both sides of the argument; I mean it’s never really a good thing to point out your weaknesses to your targeted audience; however in this climate it could prove to be very clever. At this moment in time many consumers are after good deals and are not so fused on aftercare and all the flowery stuff that comes with buying from places like JL. I guess we shall watch this space and see.
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Anonymous | Mon, 21 Sep 2009 10:14 pm
Only problem is that John Lewis will match Dixons AND they give a FREE 5 year guarantee on TVs. Given this desperate plea from a, frankly, seriously shaky, e-tailer, I know where I'd be spending my money!
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Tim | Tue, 22 Sep 2009 3:13 pm
Whilst there will always be a proportion of the population that will look for the cheapest deal, particularly during difficult economic times, brand values last longer than recessions and are much easier to lose than build. Dixons helps no one but JLP by just confirming what we already know. Last stop (and chance) saloon.
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