Aims to try and get retail prices closer to those found online

Dixons says it will cut prices

Dixons has emerged from a strong Christmas period with a pledge to drive down retail prices.

According to ERT Online, the company is determined to drive prices down to levels similar to those found online.

“The internet makes prices very transparent, so we need to be on the money with that. If we can get our prices close to those found online then we can differentiate ourselves on service,” said a Dixons spokesman.

Meanwhile, the retailer said that footfall had increased since the closure of Comet, Jessops and HMV but that it was too soon to fully measure the effects.

The company saw eight per cent growth in the UK and Ireland, while its Northern European business grew by 11 per cent.

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