Cross Channel Nudge

Shoppers who cross channels as they work their way towards making a buying decision have been nudged by DSGi's Dixon's to visit their upscale competitors first, and then buy online at Dixons website. The campaign does not name these competitors overtly, but it is clear from the typography and the colour schemes of the posters displayed on London's Underground that they are referencing Harrods, Selfridges and John Lewis.

While this may be an unpopular approach for Dixon's targets, it's acknowledging what's really happening in the marketplace. Competition across channels is clearly part of today's competitive dynamic, and Dixon's should be applauded for tapping into this growing trend.