Client
Dixons
On the Web
www.dixons.co.uk Project
PC City Build and Launch
Shorcut to
Business Challenge
How
Accenture Helped
High Performance
Delivered Executive Summary
Dixons turned to Accenture to dynamically define, build and launch PC City,
a multichannel direct retail business focused on the personal computer and
digital marketplace in France.
Business Challenge
  Dixons Group
is the United Kingdom’s largest retailer of electronics, appliances, computers
and software. Building on its Internet success, both with its website and
distributing software that provides access to Freeserve, the United Kingdom’s leading Internet portal, Dixons found that it wanted to expand its capabilities
and reach even further.
Dixons turned to Accenture to help define, build and launch PC City,
allowing the retailer to utilize the Internet and expand its operations beyond the United Kingdom. The idea behind PC City was to sell personal computers and digital products by way of a multichannel direct business, in this case, the
Internet and a call center.
Accenture’s visionary retail experience, including its
successful relationship with Best Buy were reasons Dixons chose to team with
Accenture. Dixons also chose Accenture for its ability to deliver the complete
business proposition—from idea to reality.
How Accenture Helped In just six weeks, Dixons and Accenture performed a
sprint assessment to validate, test and develop the opportunity for launching
the business. The subsequent blueprint encompassed everything from the value proposition, business case and economic model to the fulfillment, technology,
process and organizational design for the entire business. Accenture also
worked with Dixons to select the necessary products and partners, balancing the
urgency of the launch with the need for a robust and scalable solution.
Accenture then developed the organization and infrastructure
to launch PC City. The steps included:
- Designing the customer experience and marketing plan, new
business processes and organization in France.
- Working with third parties to deliver customer contact and
logistics capabilities.
- Planning and sourcing the PC City product
range.
- Implementing front-end Web applications, order management
capabilities, merchandise management, stock management, call center operations,
data warehouse and logistics.
High Performance
Delivered PC City gave Dixons an innovative way to
successfully enter the French market, one dominated by general consumer
electronics and appliance retailers. The organizations completed the "hard
launch" of the business in February 2001. Sales and traffic continue to grow.
PC City stands out as a specialist in the PC marketplace and
is also known for its mix of service and competitive prices. Accenture has
since helped Dixons extend PC City to include selling through PC City
superstores.
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