Electricals group Dixons Retail has begun the in-store roll-out of its Knowhow service and advice brand, which is replacing the old TechGuys clinics.

The retailer rebranded 11 shops last week and will do so over the coming months in the remainder of its 650 shops. Until now, most of the changes to the service proposition had been back-office, such as at the customer contact centre and repairs hub.

Service and advice standards are seen as a key battleground in electricals retail. Best Buy and Comet are also making great play of their service offers.