Electricals Business “Sparked Into Life”

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Commenting on the latest trading update from Dixons Carphone, Richard Lim, chief executive of Retail Economics, said: “These are solid numbers boosted by the electricals business that sparked into life.

“Their price promise to match any retailer, online or in-store, resonated well with constantly connected shoppers who readily browse their smartphones in-store to checkout online offers. Assurances on price are particularly important in an extremely competitive sector where the nature of the product makes it difficult to differentiate from online competitors.

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“Wider structural changes in the mobile market continued to undermine growth as consumers opted for SIM-only deals while hanging on to their handset for longer. A sharp drop in sales was widely expected but remains a challenge for the retailer as they continue to reshape the business and offer a more connected in-store experience.”

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