What do people most need when they're buying electrical and electronic equipment? Guidance, advice, reassurance: help, in short. Currys' slogan, devised with M&C Saatchi and launched in August, promises just that. It's as plain as can be, but makes its point. Accompanied by a big advertising campaign, including TV, print and billboards, it's intended to move Currys away from price-led advertising and position the chain as a provider of services. The ads stress the areas beyond simple product advice where 'we' (those nice, friendly Currys people) can help: recycling; delivery in agreed time-slots; installation; and a hand to get your goods to your car. Although it doesn't say so, the slogan differentiates Currys from internet retailers, which will always win on price but whose assistance at the point of sale is non-existent. Currys is retraining its sales staff to ensure they know what they are selling, and redesigning its stores to make them more 'interactive'. 'We can help' is a mission statement as much as a slogan, committing the firm to putting its customers first. Now, Currys has to make those customers believe it.
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