Dick Smith electronics to rebrand with focus on demystifying technology

Dick Smith Sydney Central

Dick Smith Sydney Central

Australian retailer Dick Smith has unveiled the beginnings of a gradual rebrand involving a multi-million dollar marketing campaign and restructure of its media strategy.

Dick Smith will work with its new creative agency Ideaworks and seek to reposition the electronics store as one that can demystify technology for ordinary Australians.

CEO Nick Abboud spoke out about the turn-around of the $1.3bn business and 44-year-old brand for the first time since Woolworths sold the company to Anchorage in November at the opening of a flagship store Sydney Central in the Westfield Pitt Street Mall this week. Another new store was also opened at Lilydale in Melbourne yesterday.

As well as increasing its online offering and number of stores from 323 to 400 across Australia and New Zealand over the next three years, Abboud said there will be a  marketing campaign that follows intensive research conducted through an online customer community over three months. Abboud said the campaign will have a focus on price, customer service and how to get the best out of  technology.

Director of marketing Neil Merola told Mumbrella: Dick Smith Clever Dick “Our customer research talked about really aligning our offer to families and  demystifying technology for mums and for dads.”

Creative agency Ideaworks signed onto Dick Smith’s advertising account around three months ago, Merola said.

“They’re very entrepreneurial, very nimble and flexible, and very customer focused, so they were traits that we really valued so we’ve bunkered down with them.

“The marketing campaign’s evolving so we’ll just keep seeing it over the next few months.

“We’re still working through the enormous amount of customer research that we have so in time we will re-launch.”

Abboud said Dick Smith is currently the only retailer of its kind to distribute a weekly catalogue to six million customers.

He added:”We spend millions on marketing every year and we have restructured our whole media campaign. I think the customer has been confused over time because there’s been a number of different strategies over the last couple of years but we are going to be very focused.

“We’re not going to dabble into areas that maybe our competitors are jumping into, we’re going to be very focused on something that you’re seeing in this store, and we’ll be very good at it, and our customers won’t be confused about our message.”

Megan Reynolds


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.