Sep 18, 2009 I saw an advert on the DLR on the way back from the annoyingly closed exhibition about London Bridge I had expected to visit.
The advert by Dixons seems to be trying to imply that you can go to a posh shop and see lots of products, and yet still find those same “posh” products in a Dixons and avoid paying the premium price.
However, I have to say my initial thoughts were somewhat different…
Why go to Dixons for advice, when there are vastly more skilled staff in other shops who know what they are talking about and can leave you confident of what product you should buy.
Oh, and if you want, you can then come to Dixons to buy it – if you are some sort of masochist.
Personally, if a salesperson has done a good job, then I will gladly reward them with the sale as they deserve the sales commission. Going elsewhere for the purchase is, well – just a bit rude.
13 Comments 
dixons
I’ve never managed to buy anything in Dixons. They never have anything in stock.
Not to mention the price promise and extended guarantees in the ‘posh’ shop…
“the last place you want to go”….indeed; rude staff who are generally completely ignorant about the products which they sell.
I’ve stood next to Dixons staff (waiting my turn to buy something i forgot to buy elsewhere, otherwise I would have never set foot in the shop) while they tell bare-faced lies about specifications; customer ‘so optical zoom is the same as digital zoom then’ dixons staff member ‘yeh, yeh mate, its the same thing, makes na difference’….amazing….
As Ian says, go to a shop you like and trust and pay a bit more, or try to learn about the products yourself and buy online…
So presuming they’re referring to John Lewis.
There’s no point buying from Dixons as you know you’ll be lied to and that if it goes wrong you’ll have to spend twenty
minutes arguing with them and insist on speaking to HeaD Office before they’ll do anything. Then either won’t fix it or will take weeks.
At least with John Lewis you get good advice, good service and excellent after sales service.
Dixons is definitely an AVOID company these days, just like their sister
company PC World.
These aren’t about the Dixons stores (which haven’t been called Dixons for around a year) – it’s about their website.
The ads are pretty inspired actually, I like them!
I personally hate these kinds of ads – particularly when it’s a bigger company implying you no longer need a smaller company (how many times have I seen adverts featuring bored staff in empty Indian/Italian/Chinese restaurants because all the customers are at Burger King eating a Curry/Mozarella/Hoi Sin Burger.) John Lewis can obviously stand on it’s own two feet, but it’s a living breathing dynamic staff partnership and that to me puts it head and shoulders above the dead brand being flogged from beyond the grave with 5 staff running a cruddy website that is “Dixons”.
There’s on in Pimlico that refers to Harrods. I’d just do it all online.
Well, Dixons really shot themselves in the foot with that “The last place you want to go” didnt they? Because it certainly is. The last time I went in there, I bought one of those TVs with an integral VHS recorder. What they didnt tell me was that you couldnt watch one channel while recording another. When I tried to return it, they intially refused to take it back because, apparently “you should have asked about this before buying it”. Sorry, it never occured to me – I thought perhaps you might have volunteered the information, you spotty oik with no qualifications, no concept of customer service and little or no product knowledge.
If its John Lewis they’re slagging off, they’ve shot themselves with both barrels ‘cos the Big JL are “never knowingly undersold”. If you can find a product cheaper elsewhere, then JL will refund you the difference. And the staff all have great product knowledge and know how to treat their customers. And they delivery when they say they’re going to.
I agree with the above sentiment – ‘the last place you want to go’ might’ve seemed like a very clever little slogan, but it couldn’t be more true!
There’s also another advert which mentions Knightsbridge – a dig at Harrods methinks. I wouldn’t shop there myself (couldn’t possibly afford it), but Harrods staff have a fairly gruelling selection process so I’d imagine they’d have decent product knowledge and exceptional customer service.
That ad puts the “Dix” in Dixons.
Well how amusing to see that none of you have really got the point.
Ian – Dixons are not asking that you come in and buy the product off them with their service. the whole point is that you get the great service off the other shop sales person and then purchase it at lower price from Dixons online.
The fact that the ad has got you and everyone else talking about it meanns it has really done it’s job.
I just stumbled upon this and can’t believe none of you got the point. Hilarious.
I think you missed the point of my posting then.
I am well aware of what Dixons are trying to say – it’s just that what the rest of us think is totally different.
Charlotte, I can’t help but feel you’ve missed the point here. John Lewis will price match, and on televisions provide a 5 year guarantee. Anyone looking at this who does any research will realise that. The problem with trying to set your company’s image up as being cheap with no customer service, is that you really, really, really need to make sure you’re cheaper.
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