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?
