It is always important to fully understand where you brand sits within the mind of your consumers. How do they see you in relation to your competitors? Dixon’s have very cleverly targeted these ads to people who already shop with Dixons – to reaffirm that this behaviour is acceptable – but also to encourage others to adapt the same ‘savvy shopper’ status.
With everyone in the market under pressure to achieve this sought after ‘savvy shopper’ status amongst their peers, consumers are adapting different post-recession behaviours which Dixons have picked upon.
Placing these adverts around tube stations when consumers are on route to engage in this savvy behaviour only makes these great pieces of copy writing even more powerful. Not pretending to be in the same league as John Lewis or department stores but accepting where you sit within the a consumers schema and using this to your advantage is definitely the way forward.