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.

“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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