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Multichannel up but pureplay down at Dixons

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Multichannel sales rose but ecommerce sales fell at Dixons Retail in its latest financial year.

The electricals group reported a 13% rise in multichannel internet sales across the group, driven by “significant growth” in its reserve&collect service. But while multichannel sales grew, the group’s pureplay ecommerce division, which includes PIXmania and, saw sales fall by 5% to £842.7m while profits in the division fell to £0.9m from £11.3m at the same time last year. The PIXmania e-merchant platform has now been extended across the group’s UK websites and, said the company, navigation, operation and customer experience had been improved as a result. Extended online ranges are now planned for the new financial year.

On the high street, the company is now managing its store base to 450 stores across the UK and Ireland with a focus on two-in-one Currys and PC World stores.

At the same time, said Dixons Retail Group, total group sales fell to £8.34m in the year to April 30. Pre-tax profits came in at £85.3m, down from £90.9m at the same time last year.

Chief executive John Browett said the group’s renewal and transformation programme was delivering “a better and more compelling experience for customers.” Its “relentless focus on customers’ needs” was reinforced by the KNOWHOW service brand. He added: “We are creating a market-leader differentiated customer offer, leaving us well set to emerge from the current climate ahead of the competition.”

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