Research shows online market and JB Hi-Fi the downfall of Dick Smith

By Roisin Kelly-Goldsmith · · 2 min read
Fact Checked
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In the aftermath of Dick Smith’s fallen electronics empire, Roy Morgan’s data has shown online shopping and a failure to compete is to blame. 

CEO of Roy Morgan Research, Michele Levine said that while it’s obvious online shopping has been a game-changer in the electronics market, Dick Smith couldn’t even pull customers to its website last year. 

“While Dick Smith does have e-commerce platform, this attracts a negligible proportion of its total customers,” Levine said.

“Many businesses operating in this field could learn a lesson or two from Dick Smith’s downfall, starting with the importance of always ensuring the customer is happy.”

Roy Morgan data showed Dick Smith had a customer service rating of only 82% in 2015. Compared to their competitor JB Hi-Fi with a 91% rating, this is a stark difference given they had an even larger customer base at the time. 

RELATED: Bank refund may be available to customers left upset over Dick Smith gift card trap

Dick Smith currently owes its secured creditors around $140 million and unsecured creditors approximately $250 million. The company who received Dick Smith, Ferrier Hodgson, said they’ve had at least 40 expressions of interest to buy the company in administration. But Dick Smith may need to sweeten its customer base if it is to trump international electronics websites that ship to Australia. 

Another iconic retailer to shut its doors this year will be fashion and homewares retailer Laura Ashley who announced the company was going into administration shortly after the news of Dick Smith’s grim fate. 

With international online shopping becoming the norm, Mozo advises Australian customers to remember that using the wrong plastic will lead to extra fees and charges. That’s why it’s best to have a credit card with a low or no foreign exchange fee to get the best out of world-wide purchases. 

Do you need a new piece of plastic more suitable for your international shopping needs? Mozo’s comparison tools have you covered with an extensive product listing of cards in its credit card hub. 

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