Electricals giant Dixons is now crediting stores with online sales made in their catchment areas in recognition of changing retail dynamics.
A Dixons spokesman said that analysis of postcodes around stores showed online sales were higher in shops’ vicinity than elsewhere, and the change in sales attribution would reward that. As well as sales, store staff are also rewarded for meeting customer service targets
As multichannel sales grow, he said: “What’s important is not how people buy, but whether they buy from us. It’s clear that the store teams are being very good at keeping people within Dixons to buy.”
Multichannel sales have risen strongly at Dixons. In the first quarter they climbed 48% in the retailer’s core market of the UK & Ireland.