Currys/PC World owner Dixons Retail says it is changing its pricing to better compete with its rivals - particularly in the online space.
CEO Sebastian James, speaking at a media conference call about Dixons Retail's rise in profit, said: "We’re now getting to the point where pricing is better aligned in stores and online. We are cheaper than John Lewis, Argos and many more .
"With any big piece of kit like a printer or TV, we are determined we price it like our internet competition. In-store customers should expect us to be in line with internet customers.
"In the last two or three months, we were between three and seven per cent cheaper than our multi channel competitors."
James also said that Currys/PC World will be launching an app that will allow its customers to see the tech retailers' prices compared to other retailers.
He added that Currys/PC World has taken a greater share of the tech retail market over the past year.
"Most notable growth was in white goods and small kitchen appliances over the course of the year, and we think we’re growing faster than all of our principal competitors – both online and multi-channel," he said.