Sales rose by as much as 30 per cent at the store, which changed its fascia to read “Switchover is easy with Currys.digital”. A DSGi spokesman said: “There’s been a pretty good pick-up in numbers, relatively speaking, and most of it has been last-minute.”
DSGi maintained that advice is essential for shoppers during the switchover and that staff were trained accordingly. “It’s not an easy solution. When you switch to digital, there are a number of choices to be made – do you buy a new TV, do you buy a set-top box or do you buy Sky?” the spokesman said .
Currys.digital will continue to offer advice and a digital product range until the national switchover begins in earnest in 2012. The retailer has not yet decided whether to roll out the fascia to other areas until the switchover begins in earnest in 2012.
Separately, DSGi has launched an online green shop offering a range of 90 energy-saving electrical appliances that meet criteria set by the Energy Saving Trust.
Dixons.co.uk head of marketing and operations Pat Foley said that work began on the shop in April and is part of a DSGi-wide effort to become greener .
“Looking for efficient products can be frustrating if you have to look through everything else on a site. This is about improving the green shopper experience online,” said Foley.
“We believe it’s a credible offer and we’re working with the Energy Saving Trust to add more green products to the site.”
The green shop was designed and implemented in-house.
Marks & Spencer recently opened its Think Green shop as part of its web site.
No comments yet