Dixons fires up PR machine ahead of KnowHow Movies launch


By John Glenday, Reporter

February 28, 2012 | 1 min read

The UK’s largest electrical retailer is going digital from this Thursday with the launch of its own dedicated pay-per-view film streaming service, KnowHow Movies.

Promoted to customers in store by its 14,000 staff the service is hoping to draw custom by offering a range of top titles including The King’s Speech and Lost in Translation.

Dixons believe that they are onto a winner with the venture as, unlike LoveFilm or Netflix, their pay-per-view service means that people can access the latest movies as soon as the DVD hits stores and will be pre-loaded on all internet connected devices sold by the group.

Gary Hearns, senior category manager for content and software at Dixons Retail, said: “The ambition is that every staff member that is talking to a customer is potentially also a customer of KnowHow. KnowHow has been all about looking after the product but it has not been about what is installed on the product."

Dixons will roll out KnowHow branded messaging across all its 600 stores later this week.


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