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Published on September 17th, 2021 | by The GC Team

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Dixons places focus on stores for omnichannel success

Dixons has appointed a Director of Stores to focus on driving the business’s omnichannel strategy with a customer-centric approach to optimise store performance.

Michelle Gorringe-Smith, who has been with the company since 2014, steps into the newly created role – a key position within the Dixons Carphone Group Leadership Team – reporting into Executive Committee member Mark Allsop, Chief Operating Officer.

Dixons said the appointment “speaks to the importance the business places on stores as part of its successful omnichannel model, bringing customers the best of stores and online in a bid to deliver its vision – to help everyone enjoy amazing technology.”

Gorringe-Smith has previously held senior roles within the business, including Category Director, Customer Strategy Director, and most recently Strategy Director responsible for Dixons Carphone’s bespoke omnichannel selling model.

Her extensive retail expertise and customer-first approach will now focus on optimising the performance of all 298 UK Currys PC World stores.

COO Mark Allsop said: “We are building a world class omnichannel team and with Michelle’s appointment I’m confident that we’re going to get there smarter, with happier customers, who come back to us for life.”

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