It has been reported that Dixons is overhauling its service business by introducing Knowhow, a new service brand that aims to help customers of its PC World and Currys stores get the best out of their purchases.
Dixons says that Knowhow is not just a relabelling of its service programme but a fundamental shift in how it does business.
The new brand and logo will be introduced to both Currys and PC World stores and products, across the uniforms of Dixons’ service teams and its fleet of delivery vans from next March.
Knowhow will replace its existing service proposition Tech Guys, which will be axed and rebranded under the new banner.
Dixons says the service initiative will be core to its retail business and will help customers choose and buy products and install and repair them if anything goes wrong.
The “added value services” include a dedicated website and a “unified” in-house call centre.
Dixons says Knowhow has been designed to “to be on the customers’ side and by their side through the whole technology buying process” and so its in-house call centre staff, delivery drivers and technicians will be retrained with “the know-how”.
Katie Bickerstaffe, Dixons group director of marketing, people and property, told Marketing Week: “In the past two years we have done an enormous amount of work to drive our service proposition forward. Now we’re taking it to another level.
“We’re changing our operational model to make it work. You can’t just wallpaper over something that doesn’t work,” she adds.
Knowhow will become part of Dixons’ above the line marketing strategy for both PC World and Currys.
There is no direct information on what DSG are doing in respect to whitegoods servicing but there is little doubt that this news will fuel further speculation about the future of the current arrangements which have cause much controversy within the industry in recent months. Whatever happens on that front it looks as if there will be changes made in the not too distant future.