Comments on: dixons.co.uk – The Last Place You Want To Go

By: AndyK72

AndyK72 — Wed, 01 Jun 2011 22:39:25 +0000

Great article. Just another example of a high street retailer trying to fit into the 21st centuary. Used to love Dixons when I was kid 30 years ago, but these days it just does not deliver

By: Designbysoap

Designbysoap — Mon, 10 Jan 2011 22:10:02 +0000

That strap line might have made a bit more sense had they said ‘the last place you NEED to go’, but the last place you’d WANT to go makes it sound like you’d rather buy a computer from the guy down the street who talks to his own feet. Terrible advertising. Great post though!

By: anu

anu — Tue, 23 Feb 2010 14:23:58 +0000

DO NOT USE THIS COMPANY, http://www.dixons.co.uk! I would like to give them a 0 rating but it’s not an option on this site. I placed an order for two items which were shown as in stock. The next day, it was showing as no stock. I waited for a week and there was no sign of my order. I emailed and was told it would take 7-10 days for new stock. Two weeks later and no sign of the order so I emailed again and there was no response.

I ended up ringing their expensive 0844 number and was told there were severe stock delays. I asked to cancel my order and they assured I was ablee to do this and that a refund would be issued. A week later, I emailed to ask for confirmation that my order had been cancelled and to ask how long the refund would take. I got a response saying my order had been cancelled but, conveniently, not addressing the second question. I rang and was told a fast-track refund would be issued (allegedly it usually takes 7-10 working days for a Paypal transaction!) and would be in my account in three working days. Over a week later, there was still no refund and no response to my email.

Nearly 30 days after the cancellation, I sent them an official complaint reminding them of my legal refund rights under the Distance Selling Act (2000) and threatening to take steps towards legal action if they did not respond within 48 hours. Finally, the next day my Paypal account was credited (what happened to the 7-10 working day turnaround! Or is that just an excuse to keep the money for a bit longer in the hope I’d forget?). They are claiming it was an ‘administrative error’. Erm, twice?!? And what about all the ignored messages I sent them?

What a battle! I am never using them again and do not recommend them. The staff are very unfriendly and unhelpful on the phone and speak with heavy foreign hard-to-understand accents and do not follow through with their promises. Emails asking for refund information are not responded to. Customer service is shoddy. Avoid at any cost.

By: sneaker

sneaker — Thu, 22 Oct 2009 02:16:26 +0000

Iâ€™m personally not familiar with the brand to .

By: goodnewscowboy

goodnewscowboy — Sat, 10 Oct 2009 18:52:07 +0000

I dunno gang. It’s certainly a risky campaign, but you know what they say about high risk bringing with it high reward potential.

I’m personally not familiar with the brand, so if I were to see it on an advert in the tube, I’d make a mental note to check the url out when I got back to my computer.

But maybe that’s just me.

By: Niall Harbison

Niall Harbison — Fri, 09 Oct 2009 07:24:44 +0000

I agree that it could be very misleading indeed if you only saw a tiny snippet of it but the very fact that the message was so controversial will mean that the Dixons brand has registred in your brain where ther normal ads would not have. Also it is pretty obvious but the fact that we are all on here debating Dixons is another sure sign that the message has worked very well indeed. I don’t think they would run the campaign all the time but for a short burst it seems to have done the job it was set out to do I would imagine!

By: Simon

Simon — Wed, 07 Oct 2009 14:33:02 +0000

I really like this advertising campaign. Dixons have obviously completed a lot of brand research and what, at present, defines Dixons as a brand on the high street. Coupled with the fact that of the credit crunch and Brits tightening their belts this Christmas, they have engaged with the savvy shopper who will be looking to seek out a bargain.

This ad campaign would translate very well online should Dixons want to support this campaign with an online voucher code strategy to support their price-conscious focus

By: Nicola

Nicola — Wed, 07 Oct 2009 08:46:23 +0000

This campaign does tap into the way many people shop these days (theyâ€™ve clearly researched their target market well) but the execution of the final tagline is very, very poor. As has been commented above, the viewer really needs to have seen the other ads to understand where Dixons are coming from with their â€˜last place you want to goâ€™ slogan. I saw the above advert before any of the others and just laughed and thought â€˜yeah youâ€™re right, it is probably the last place Iâ€™d want to goâ€¦ amazon is much cheaperâ€™ closely followed by â€˜ad campaign: failâ€™. The word â€˜lastâ€™ has so many negative connotations, IMHO simply swapping it for â€˜finalâ€™ would have made a lot more senseâ€¦ perhaps it was getting late though.

By: Luci

Luci — Wed, 07 Oct 2009 08:05:46 +0000

It might be clever… but largely I think it wasn’t a great idea. I meant… what? I don’t think oh yes, now I’ll check dixons.co.uk after a long slog of searching for an item already, and now I definitely won’t!

By: Shark SEO

Shark SEO — Tue, 06 Oct 2009 18:10:51 +0000

I agree with Shark SEO.