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Is the Dixons brand being sidelined in favour of Currys & PCWorld?

Two separate events over the last 24 hours lead us to believe that DSGi, the parent company of Dixons, Currys and PC World, may be looking to quietly push customers away from the first brand to the two others.

The first clue is the fact that some Dixons product pages (like the Acer Aspire V5) have a very prominent button clearly mentioning that you get five per cent off “exclusively at Currys”. Indeed, buy the product at Currys and you will get a unique code at checkout for a discount that can be worth up to £350.

(opens in new tab)We checked five different products (a £7000 Toshiba 55ZL2B Super HD 55in LED 3D TV (opens in new tab), this £330 Zanussi ZWG7140P Washing Machine (opens in new tab), this £260 Panasonic Lumix DMC-TZ30EB-K camera (opens in new tab), the £150 Microsoft Xbox 360 (opens in new tab) and the £100 Microsoft Office Home and Student 2010 (opens in new tab)) and three of them had the discount slapped on their product page.

The promotion was cookied; that is, if you came directly to the site or if you landed on the product page via a search engine, you wouldn’t get the deal. Furthermore, PC World doesn’t proactively encourage users to go to Currys.

In addition, a recent promotion by DSGi on a high profile campaign for Apple’s products (opens in new tab) only included PC World and Currys with no mention of Dixons.

So what might actually be happening? Two possibilities

- DSGi wants to increase downstream visits from Dixons to Currys. According to Alexa, downstream visits to Currys from Dixons account for 6.5 per cent of unique visits while Amazon account for nearly five per cent

- DSGi wants to downgrade Dixons and focus on two brands instead, something which could generate some serious savings.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.