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Dixons Carphone's Nordic operation eyes growth via new marketplace

Elkjøp Nordic, which is part of UK-based electricals retail group Dixons Carphone, is looking to boost sales on a new online marketplace.

Marketplace provider Mirakl will provide its B2B SaaS Marketplace platform to the electricals retailer to help the company – which operates 400 stores in four countries – to develop a new route to market.

Elkjøp generates sales of €2.7 billion, €600 million of which are through its existing online channels, but the plan is to experiment with new product lines via the Mirakl platform in an effort to expand its reach. The partnership is viewed by the retailer as a risk-free way to diversify its product categories, attract new customers and enter previously unexplored markets.

Filip Elverhøy, digital director at Elkjøp, commented: "Developing our own marketplace allows us to bring many more products to market, extremely quickly, without the overhead of stocking those goods directly, or the protracted timelines of introducing them into our supply chain.

"Lower overheads mean we can offer goods extremely quickly and at a very competitive price point."

Dixons Carphone price transparency and internet safety in the UK

Dixons Carphone CEO Seb James told delegates at a Financial Times retail event in London this week that it will be rolling out a new price transparency tool on its website before the end of the year. The system means customers can check to see if the product they are about to buy at PC World or Currys is cheaper to buy elsewhere.

James noted that price transparency is a key requirement among his company's customer base and he suggested shoppers often fear that the item could be up to £50 cheaper elsewhere. If they see that the difference is not as stark as that they often don't mind making the purchase at a higher price, he said.

The move reflects a process that is already undertaken in store and on a dedicated price comparison mobile app, with the retailer displaying what its competitors such as Amazon and John Lewis charge for the same goods.

Meanwhile, this week also saw the Dixons Carphone group announce a new partnership in the UK that will see it join forces with Internet Matters to launch and host free digital drop-in sessions for parents on how to keep their children safe online.

Participating staff at Currys-PC World and Carphone Warehouse will help parents to safeguard their children's smartphones, tablets and tech, and provide guidance on how to tackle issues from privacy settings to age-appropriate content online.

The 30-minutes sessions will run between 17-21 October at the retailer's flagship UK stores.

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