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Dixons names new director for Knowhow service


Dixons Retail has appointed Niall O’Keeffe as Development Director of its tech advice service Knowhow as it looks to develop the brand further and make it an even greater source of customer engagement in store.

The electricals specialist launched the support network at the end of 2010 and initial reports from the firm suggest that it has thus proved successful, but O’Keeffe’s role will be to ensure Knowhow and a reputation for excellent customer service go hand-in-hand.

Over the last four years O’Keeffe has worked on above-the-line marketing campaigns and advertising activity for the PC World and Currys brands with the aim of driving customers into stores, now he will be working on keeping shoppers happy inside stores.

With competition for sales within the electricals retailers arguably stronger than it has been for many years, especially since Best Buy UK arrived on British soil last spring armed with its Blue Shirts and Geek Squad technical support, the need for personalised customer service has increased in significance.

Dixons’ new focus on Knowhow would indicate it is aware of the importance of promoting its customer service offering in the UK.

In a staff memo released last week, Group Marketing, People & Property Director at Dixons Retail Katie Bickerstaffe said: “Following the successful internal implementation of Knowhow across our services network and in our stores the next step of the journey is to unleash this fantastic new business on our customers.

“To deliver the Knowhow business challenge and to develop the Knowhow brand into being the symbol of world-class customer service I am pleased to be able to announce some exciting changes to my senior marketing team.”

Bickerstaffe’s new look team also includes Andrea Silver as UK Marketing Director.

According to the director, Silver’s insight & research team has helped shape Dixons’ marketing activity and much of its decision-making across the business during the last two years.

“It is because of this that Andrea is perfectly placed to lead all the marketing, advertising and consumer PR activity for Currys and PC World,” the statement continued.

“Andrea will continue to head up the work on customer insight, CRM, exclusive brands, pricing and marketing analytics.”

Both appointments are effective from today.

Published on Monday 08 August by Editorial Assistant

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