An interesting incident arose today when Dixons changed the strapline on it’s homepage to read “The last place you want to go”. As the brand is no longer on the high street they wanted the customer to come to their website as the last price comparison they would need.

Unfortunately the plan backfired and many customers thought the site had been hacked.  This lowered confidence in the brand and undoubtedly made customers nervous about shopping there.

Getting tired of answering the phone to explain that it was a part of their online strategy Dixons’ gave in and changed the site and removed the strapline.

A clear case of trying to be a little too clever with an online strategy

Dixons - The Last Place You Want to Go