Dixons to become online finance guru

Dixons.co.uk is launching a financial services comparison business that reaches customers through a website and a call centre.

silicon.com Financial Services

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The Dixons.co.uk service will enter the already crowded price comparison market by the end of 2007, although the retailer said that basic development work on the site and call centre is already completed. Call Connection will build and manage the service, which will allow customers to compare a range of products and services, starting with home and motor insurance.

In a statement, Jonathan Hewitt, group financial services director at DSG international (DSGi), said: "The combination of our strong brand and in excess of 25 million site visits every year mean that moving to financial services is a logical next step for Dixons.co.uk. This new partnership will provide our customers with access to a range of good value financial prodicts from leading providers, mirroring our approach to other commodities."

Although an established high street brand focusing on consumer electronics, Dixons became a web-only brand in 2006 when Dixons high street stores were renamed Currys.digital. The Dixons brand was retained by DSGi as the badge for its online enterprises.

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Customers will be able to enter their enquiries through either phone or web to receive personalised quotes from third party financial services providers. Devere Forster, ecommerce director for DSGi, told silicon.com the proposition is to offer customers value and good service in an arena that can be confusing and frustrating for consumers.

He said: "This affiliation is an example of Dixons.co.uk adding another service aimed at providing its customers with the opportunity to save money."