The Channel logo


By | Cade Metz 22nd December 2009 00:08

UK etailer calls self 'the last place you want to go'

Dixons does a Ratner

Dixons, the UK electronics etailer, has a new tagline. "Dixons," its homepage reads, "the last place you want to go."

See for yourself:

Dixons - the last place you want to go to

Countless Reg readers are questioning whether the site has been hacked - or defaced by a disgruntled employee. But the company insists the change is intentional.

"It is a tongue in cheek campaign intended to draw attention to the fact that is an online-only brand and no longer on the high street - hence the strap line," says a spokeswoman for Dixons' parent company, DSG International.

In short, the company is trying to promote itself as the place you go after researching products at bricks-and-mortar retail stores.

" is a challenger brand and the campaign reflects this," DSGi UK marketing director Niall O'Keeffe has told Marketing Magazine. "We believe this latest execution will deliver significant cut-through ahead of Christmas."

One thing's for sure: The campaign has succeeded in bringing the company some added attention. ®

comment icon Read 51 comments on this article alert Send corrections


Frank Jennings

What do you do? Use manual typwriters or live in a Scottish croft? Our man advises
A rusty petrol pump at an abandoned gas station. Pic by Silvia B. Jakiello via shutterstock

Trevor Pott

Among other things, Active Directory needs an overhaul
Baby looks taken aback/shocked/affronted. Photo by Shutterstock

Kat Hall

Plans for 2 million FTTP connections in next four years 'not enough'
Microsoft CEO Satya Nadella


League of gentlemen poster - Tubbs and Edward at the local shop. Copyright BBC
One reselling man tells his tale of woe