DSGi is looking to take advantage of the web 2.0 revolution with the announcement that it will be introducing the ability for its customers to add videos of products to its Dixons site.
The functionality is due to be added to the sites early next year, and the retailer has said that should it prove successful, it will consider rolling out the feature to its other brands.
Speaking to Retail Week, DSGi's managing director for ecommerce deVer Forster said: "We have plans to bring user-generated content from a video point of view.
"We're already publishing written content from users, so there's so reason why we can't publish visual content. This is just the next dimension. It will be a bit like The Gadget Show, but on our site."
"It's another way of engaging customers and making sites more interesting," he added.