Thursday 14 January 2010

Price match promises at DSGi

PC World, Currys, Dixons and the other businesses under DSGi ownership are successfully using low prices to differentiate themselves during this challenging economic period.

Reportedly DSGi companies sold a computer and TV set every two seconds during the yearend buying season, and turnover is increasing at a steady pace.

Dixons offers a 'price match promise', telling customers that there's 'no need for a sale--we price match all of our competitors' sale prices'.

Currys has a pricing promise it calls 'price match plus 10% of the difference'. If a customer finds the identical item selling for less, Currys will match the lower price and give the customer an additional 10% of the difference between the Currys price and the competing price.

PC World offers a similar pricing promise, which extends up to 7 days after the date of purchase.

Will price matches be as powerful a competitive tool once the economy recovers?