NEWS
08/10/2012 07:21 BST

Dixons Retail To Shut Its Website Tomorrow, As Focus Switches To Currys And PC World

Dixons Retail, the tech and electricals brand which owns PC World and Currys, will close its dixons.co.uk website tomorrow.

It will instead focus on developing its multi-channel proposition, such as its reserve and collect function.

Kate Bickerstaffe, the UK and Ireland chief executive of Dixons Retail, told The Times: "We don’t see a place for Dixons.co.uk where we have Currys.co.uk and PCWorld.co.uk. We have done fantastic amounts of work to make sure we have fantastic pricing. I’m confident that’s the right thing to do."

The retail group's decision to close Dixons.co.uk, which had been experiencing lower visitor figures as PC World and Currys' websites took off, comes on the back of news that PC World and Currys will now offer reponsive websites which recognise how users are interacting with their sites.

The new responsive design means that one website will work across all browsers and devices, automatically resizing to fit the space provided.

The hope is this will help to future-proof Dixons Retail's online proposition as any changes or improvements will only need to be performed on one site.

In addition, as shoppers' habits change and they begin to browse and buy using different mediums, this responsive design should ensure a cleaner, easier shopping experience.

The bricks and mortar operations of Dixons were rebranded to Currys Digital in 2006, but currently the retailer plans to retain the travel shops in airports.