DSGi comes out fighting

Online, in-store services and international expansion are the key foundations upon which DSGi is set to tackle difficult trading conditions, the retailer has told MCV.

The Group, which includes PC World, Currys.digital and Dixons, has launched a strategic review of its business led by Boston Consulting after issuing a profit warning earlier this month.

Fears have also grown that store closures would be imminent, but DSGi’s head of international buying and consoles David Johnson told MCV that the retailer has a clear plan of action to ensure the business gets back on track.

We are an international business – since the late ‘90s the company has become less UK-centric, and is focused right across the international scene with stores all over Europe.

"We’ve got strategies to open stores in a new territory almost every year. The latest one was Turkey and there’s going to be another territory announcement soon.

A number of retailers have hit tough times. The credit crunch and low confidence has affected sales everywhere, but we get hundreds of millions of customers a year across the whole of Europe. We’re still the largest international electrical retailer.”

In-store service and online expansion are also central to DSGi’s new global vision, added Johnson.

We can’t compete in retail today without having an online strategy. We need to have a really strong online presence, so customers can buy what they want, when they want, which is why we let them pick up from store.

We are spending lots of money talking to customers. It’s through this we stopped extended warranty – what we have is a service offer which means whatever happens, we’ll come and sort it out for our customers.”

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