Electricals retailer Dixons Retail has teamed up with Pitney Bowes Business Insight (PBBI) to analyse its store locations across Europe, it was confirmed today.
The owner of Currys, PC World and Dixons.co.uk has over 600 outlets in the UK and several hundred more in Italy Spain, Turkey and the Nordic countries, and it now wants to re-assess if these are ideally located to maximise sales.
PBBI specialises in customer data, analytics and customer communication software and services, and is enabling Dixons to determine if it is located in the most appropriate catchment areas and demographics for its products.
Kate Broad, Site Location Analysis Planner at Dixons Retail, commented: “We operate a market-leading multichannel business.
“It is absolutely vital for our customers and for our bottom line that our stores are located in the most attractive and accessible locations.”
Dixons’ strategy could be seen as a way of deciding on appropriate locations to duplicate its popular concept store in Birmingham, Black.
When Retail Gazette spoke to Head of Media Relations at Dixons Mark Webb in January however, he was quick to talk down rumours of a roll-out.
“You can read between the lines because we are delighted with how things are going but this is just a trial store,” Webb said.
“This trial allows us to learn things we can do differently such as systems, store layout, running an electricals store more like a department store, recruiting your staff differently and training them to be interactive in-store.
“Bits of all of these initiatives may be rolled out to existing stores.”
Location assessments are all part of Dixons’ property transformation plan which has seen 27 new stores opened last year and 100 outlets refitted.