The Last Place You Want To Go

Saw this on the tube last week, but being busy rush hour  it was never going to be a good photo on my trusty ol’ Nokia.  Then a busy weekend and I’ve only just grabbed a much better image online.

dixons1

dixons2

I don’t know how the copyright stands but it’s definitely a bold move from the creators (M&C Saatchi in London).  I think that it shows that they understand the way that people tend to think, but in practice do people actually do this?  In my experience Dixons/Currys are generally not actually any cheaper and are often out of stock unless you want an ex-display model.

“The last place you want to go” – I think that their tagline could have been stronger.  A guess it’s a form of self harm advertising to offer such a blatant double meaning, but again, a brave move.  Yes it could have been stronger, but yes I think they’ve succeeded in understanding how they are viewed by the public and are playing towards that.

Then again, maybe it will just play into the hands of John Lewis, Selfridges and Harrods by encouraging customers in store for “advice”; this is where the retailers can play their trump card rewarding the customers with immaculate service and treatment.  And who knows, some people may reward this with an actual in-store purchase.

There is no doubt that online shopping increasingly popular and successful, but there is going to have to be a huge entire shift before this replaces the actual physical and tangible shopping experience.  Are consumers placing value on the shopping ‘experience’ as a whole and will therefore justify a slightly higher spend “in-store”?  Why not – it’s nice to occasionally talk to “awfully well brought up” people who do know what they’re talking about.

Why are the ads not encouraging people in store at Currys Digital?  Although the department stores in the ads are a world apart from Dixons/Currys in terms of quality and service I get the impression that Dixons are just admitting defeat, in what is fairly well known on the high street, that they generally offer poor customer service and product knowledge. It may not convince some people, those who already shop at said department stores for example, but I think for a lot of people they may begin to think twice.

Oh, and one last final thought:  Why is it still Dixons?  Should it not be Currys Digital Online?

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1 Response to “The Last Place You Want To Go”


  1. 1 glendams September 23, 2009 at 8:13 pm

    Great minds think alike! Your blog came up as an automatically generated link when I published mine at http://thetrainingpack.wordpress.com/2009/09/23/is-this-the-la…-want-to-go-to/


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