Essential reading for retailers and suppliers in the home improvement market

Best Buy goes after Currys with consumer ad campaign

Published: 29 April 2010
US electricals giant Best Buy has set Currys firmly in its sights with a new price comparison advert ahead of its first store opening at Thurrock retail park tomorrow.
Best Buy goes after Currys with consumer ad campaign
The advert, launched in the Metro, the Evening Standard, the Times and the Sun, highlights the prices of two high definition televisions and a laptop at the new Best Buy store in comparison with prices at Currys stores in London, Birmingham and Manchester.

According to the ad, while a Toshiba 32" HD ready LCD television costs £329 at Currys, the same product comes in at just £179.99 at Best Buy.

It then goes further, criticising Currys for only offering its 10% price cut (advertised in the consumer press on April 8) at their Thurrock store, which opened just a few months ago, bringing the cost of the Toshiba TV down to £296.10.

In a mock letter to Currys, which it advises consumers to cut out and send, Best Buy asks Currys to offer the discount across all its stores, while pointing out that the markdown price still fails to match that at Best Buy.

Last month, DSG International, parent company of Currys, PC World and online brand Dixons, announced plans to open 25 new 'megastores' in the UK by Christmas.

Best Buy at Lakeside Thurrock opens at 7am tomorrow.

Comments

Published prior to March 2014
By APB
So thats didn't last long then did it as Best Buy pull out of the UK ! LOL. Comet sold for 2 too.

Published prior to March 2014
By adam
The way I look at it best best buy are not the worlds biggest electrical retailer for no reason. On the other hand they need to see and understand the cultural diferences between the us and UK.I agree with both views of dsg bad and good. The good needs to stay, the bad needs changing, which best buy presence will encourage. I don't uderstand the die Currys statements because if one store is bad go to another and It will probably be really good. The same people also say I will shop at best buy they are better, but how do you know when you haven't shop there and what happens if best buy don't give you what they want...... embrace the competition and take advantage of good prices and better service from both stores. Don't hold grudges because you could lose out.
Published prior to March 2014
By currys.digital staff
i work for currys digital and the company offers no training to its staff, they just expect them to sell sell sell which is a failing tactic...

look how successfall apple is leaving that tactic behind, they need to learn from the experiance of other companies...


if best buy takes the right approuch will will gain a big share in the market! ! ! ! !
Published prior to March 2014
By Steve
I work for DSGI and can honestly say that the work going on to make our company better is nothing short of genius . I am proud to be playing a part in showing this American company that this time they really have come up against a force that will make them re - think any long term plans to take over in Europe . As for the staff migrating to BB good luck your gonna need it .
Published prior to March 2014
By Robert H
Working in the UK / USA for the last 20 years specifically in the DIY industry. I live on the East Coast when on the US side of the pond, recent history shows what happens when Best Buy comes to town. Comp-USA, Circuit City for example existed here before BB now gone the way of the dinosaurs of course the reasons for this are more than the sum of just BB. I cannot honestly recall a time I ever walked into Dixons and thought, uhmm that's a good price I am going to buy that today...

I am no fanboy but have observed BB are aggressive in pricing (until they knock out local competition) carry a wide range of items from Music CD's to Appliances (at least in the USA) and offer the usual PC repair techs and Home theater installs. They also stay on top of the latest trends and have most of the new toys in store to fiddle with. I was in there just yesterday, a counter full of demo iPads along with checking out the latest 3D Samsung HDTV while sipping on an Ice cold Coke in a leather recliner .. In the store that is....

Not sure how they will really fair as it seems that people head online for the ultimate deal. Only time will tell. I am sure the customers living around the 1 and only BB are very happy to have the choice !! The rest will be buying from bestbuy.co.uk when it starts to sell online.... Just a shame that another big box US store gets its foot in the door and not an inventive UK or European. I am still waiting for Marks and Sparks food to get over to the USA !!
Published prior to March 2014
By Bud
I am currently an employee of DSGI Currys. Contrary to popular believe their staff do receive excellent training both on product and process. The sad thing is that they do not reward even their very best performers with a decent salary or bonus. They have an excellent customer proposition and excellent new mega stores. Typically a sales person that turns over around 80k a month turnover with blistering performance on add ons and product protection(insurance) receives around 150.00 monthly bonus (....Sorry but that is frankly an insult). If Best Buy reward their staff for what they are worth then let the migration begin....If you want a job in Currys for beer or bingo money or to give your Mum 40 a week then its the job for you....dont take out a mortgage though....!!!...you probably would not get one anyway...
Published prior to March 2014
By carly
Hi
I cannot for one believe how silly this whole Best Buy VS Currys is getting. I currently am employed by DSGI and happen to believe that it is not a clash of the titans war going on its the hype surrounding it all! We are an established company with loyal customers. Who will remain shopping with us all the while they receive great customer care so I poke my tongue at all you who doubt DSGI. Time will show this just watch and see
Published prior to March 2014
By Tony
Have you notices in Best Buys Price match terms that it only matched normal retail prices and not sale prices?
"Proof of competitor s price required (such as flyer) and proof is subject to verification at Best Buy s discretion. Only applicable to competitor s store within 15 mile radius, excludes mail order, telesales or online prices. Competitor s price must be current, regular and total price, not promotional or sale price and available to all customers. Compared price product must be the same brand and model and currently in stock. Excludes products purchased in conjunction with contract sales.
Published prior to March 2014
By best buy what a joke!
you guys are all pocket pinchers you always try get the price lower and lower you wont accept a good deal when you see one if you cant afford something dont buy it! and best buy they wont be doing them prices for long
Published prior to March 2014
By jason
Currys would only price match a local retailer if that retailer had the item in stock and my guess is as everyone jumped on the best buy bandwagon with 1 tv promotion they had sold out!
Published prior to March 2014
By Former Currys Consumer
I went in to CURRYS Lakeside to see if they would price match their own Currys store less than 1 mile away in the retail park (that was trying to match Best Buy) they refused the manager Suzanne said they could not. If fact Currys have gone further in their deceit. Suzanne checked the stock of the 32LED Samsung TV and it showed 17 in stock in the Curry retail park store. However Currys retail park are saying they have no stock. They are waiting for Best Buy to end their offer/s before they put the TV's out. I will not now shop in Curry ever again if I can help it. Really poor customer service.
Published prior to March 2014
By jason
it does make me laugh how everyone is saying best buy are so much better when they have 1 store and the majority of the staff are actually ex DSGI staff
lol!
Published prior to March 2014
By Tim
Best Buy Thurrock's prices are better than it's retail counterparts because they just opened. I remember when the first Currys Mega Store opened and they did a crazy sale too.

I agree with Andrew in that each store, just like Argos, John Lewis and Comet that have their own customer base.I hardly see it as the emergence of one and destruction of another lol.

Don't forget DSGi is very cash rich and I don't doubt they will price to compete. They did employ competitive tactics with Comet all those years ago and Comet learned to back off.

Anyway, if I've had problems with Currys, it's nothing that they haven't resolved after a conversation or two. I'll stick with them I think.
Published prior to March 2014
By John B
Poor customer service at Dsgi cannot lay solely at the feet of their employees. I have many years experience dealing with customers over here and in the US and the majority of UK customers are rude hence the jaded attitudes of the Currys/PC World staff. On the flip side customers across the are vastly more positive and appreciative which in turn ensures a better customer experience. If you have worked with the public here you will most probably be able to understand.
Published prior to March 2014
By Andrew
Best Buy are new and that will carry some initial interest.

I work for DSG and there are such wide spread changes taking place in every part of the business and will all lead to better service, better customer care and better value.

I don't doubt a company the size of Best Buy will have their customer base, but DSG will have theirs. Our Mega stores knock the socks off Best Buy's Thurrock store. DSG are just warming up.

We have great leadership and a definitive 5 year plan. It will play out in our favor.
Published prior to March 2014
By Akram
Well its CRUSADE time at UK electrial retailing now Best Buy are here and it will give DSGI a good roasting in terms of service price etc the lot John Browett i hope u are not having a good nights sleep now Best Buy are here and make sure you are Pricing all your products same in all your 500 stores and not just thurrock stores as the advert states.
Published prior to March 2014
By Sandra
Looks to me as though all the negative comments about BestBuy are coming from Currys staff........Your right to be worried though, BestBuy will wipe the floor, you only have to look at the DSG share price.....its a losing team!!
Published prior to March 2014
By Mart Bobkins
BestBuy are going to storm Currys.......bout time someone can to these shores to take on and beat currys. For too long they have been giving bad customer service and rubbish prices. Go BestBuy!! I know where I will be shopping when they come to my area!!
Published prior to March 2014
By Tim
You do know that Best Buy currently only HAVE one store in the UK right?
Published prior to March 2014
By What Buy
If DSG wants to win this war they need to up the training of thier staff. Fact I have worked for DSG for a long time, last time I have any training course was over a year ago for what they call "fives" Considering Im a tech and dont need to use this. It was rather a waste of time. All the knowledge I want I get myself because DSG does not train us at all for repairs. I have to go on sites in my own time and get what I need. This is where DSG FALLS DOWN BIG TIME. Also their call centres are really useless.
Published prior to March 2014
By Tommo
BEWARE...Best Buy will end up just like all the other multiples...poor service and only intersted in moving as many boxes as they can to get their 'market share' stats. I say use your local Independent Electrical store; at least you get treated like a human being there! And they look after you if you need a bit of help.
Published prior to March 2014
By Andy
I never ever shop in any part of DSG due to their appalling customer care, there only interest in selling an extended warranty and complete lack of knowledge on the Sales of goods act ie I bought the item from you not the manufacture so you sort it out rather than me sending it back to the manufacture.

If they bring American customer care and low prices then hopefully DSG will die.
Published prior to March 2014
By Sam
I happen to work for DSGI and to be honest, its just a temporary job while I'm studying, however, I feel obligated to point out that we don't offer 10% we actually match the price the other store is offering PLUS 10% of the DIFFERENCE!!!! bringing the price down to around 155!!! =p
Published prior to March 2014
By Stu
Britains consumers are looking for the best bargains in a time when their government has let them down! If Currys can't offer the best prices, then people will go to where they can. This happens to be Best Buy!!!
Published prior to March 2014
By James
@Matt - Superior staff attitude? How can you know? There are no UK Best Buy stores open yet?

Also, Best Buy Europe is a European company - technically they aren't a "monopolozing foreigner". But even so, with regards to that, what is DSGi? They own Currys, PcWorld and the Dixons you see at airports. Bringing in fresh competition is in fact the opposite of the effective monopoly that DSGi hold. Just saying.
Published prior to March 2014
By Phil Brennan
I went to the pre-opening day of Best Buy last week and I can promise you Currys, PC World and Dixons will be a thing of the past by this time next year.
Published prior to March 2014
By Peter Smith
BEST BUY will do anything to make their brand work. Their recent ad just shows how scared they are over what CURRYS is capable of. DSG have some very clever people working in their "think" teams and you will see that after a short while UK consumers will not be interested in wacky so-called "blue shirt" but will stay with their long running BRITISH company DSG - Good Luck BEST BUY
Published prior to March 2014
By James Bell
Thank god. Can't think what identity Currys have in the UK. A reputation for bad service and a dated outlook on technology.

Welcome to BB
Published prior to March 2014
By Matt Hills
Currys has the superior sales mentality and staff attitude, Best buy is too much of a chain to have any kind of local significance, it's all run from up top, and has no unique identity, a lot of people would also rather keep money in the country, instead of giving it to a monopolizing foreigner.
Published prior to March 2014
By Ashley
The funny thing is Best Buy criticize Currys for running promotions ONLY in new stores yet they go and do the same thing, DSG should not be worried!
Published prior to March 2014
By Massie Shah
The BEST Currys can say is "BYE BYE" to its customers!I am defecting to Our American Cousins!

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