On a mission to improve their after-sales service, Dixon’s PC World decided to focus on delivering better value and service rather than just ‘warranty and repair’. No mean feat considering the worst recession in living memory was still going strong.
WMH instigated a revolution with Knowhow, the first mass premium after-care brand. Rather than sell extended guarantees, Knowhow would offer knowledge, addressing the fact that few of us know how to set up, repair or even use tech to its full advantage.
We worked quickly and by 2011, Knowhow was rolled out across 250 stores in just three months. By 2012, sales of the brand’s ‘added value’ service grew 41% year on year. The share price doubled, brand awareness increased by 500% and Knowhow is now also available on white label in Harrods.