In January, Dixons announced the appointment of Dr Utho Creusen as a non-executive Director, and John Whybrow's retirement as a non-executive Director from March.
Dixons hosted a Strategy day for analysts, investors and the media in March at its flagship Megastore in West Thurrock where it announced that it would be accelerating the Megastore and '2-in-1' Currys and PC World store roll out plan, with the 2-in1 concept working extremely well and offering customers the best of both brands in one convenient location.
As a key part of its strategy, the Group continued to cut costs and reinvest in transforming its stores and the shopping experience for all of its customers. This was reflected in the 'Customer Plan' which was launched to Dixons colleagues in April. This is the new corporate vision which sets out customer-focused objectives for the next 3 years to ensure that the business continues to introduce more services to more of its customers with an unbeatable combination of value, choice and service.
With World Cup fever sweeping the nation, the 'Cash for Goals' promotion was launched in Currys and 2-in-1 stores. Customers who bought any TV for £599 or above received £10 cash for every goal that England scored. Currys later paid out an additional £10 for Lampard's 'goal that never was' against Germany, and the whole promotion was extremely popular with customers.
In May, Dixons' exclusive partnership with Apple secured the nationwide launch of the iPad before all of its main competitors. Dixons was the only national retailer apart from Apple themselves, who could offer it to customers nationwide, with a full 60 day head start before the competition.
On the 24 June 2010, Dixons announced that it had seen a 61% rise in full year profits, and shared its plans to continue transforming stores with the new 2-in-1 concept. June alone, saw the opening of the new Stevenage Megastore and two 2-in-1 stores in Kings Lynn and Dudley.
Another exclusive retail partnership was announced by Dixons, this time with Phones 4U marking the arrival of Phones 4U branded shop in shops across all Megastores and a number of 2-in-1 stores across the UK. Tim Whiting, Chief Executive of Phones 4U commented, "Currys is the UK's leading specialist electrical retailer and as a leading mobile retailer, I know that our combined reputation, expertise and complimentary approach to customer service, choice and value will make this partnership an unrivalled success."
August also proved to be a very busy year for the Transformation teams – four more 2-in-1 stores, including two Megastores opened in Medway, New Malden, Rugby and Barbican.
A notable change took place in September at the AGM when shareholders overwhelmingly approved plans to re-brand the Group identity from DSG international plc to Dixons Retail plc. This forward-looking move was simple to execute, and reflected the growth trajectory and resurgence of the company as evidenced by the 61% rise in annual profits announced in June.
At the end of September, Dixons announced the appointment of Dharmash Mistry as a non-executive Director.
In October, Dixons unveiled its new advertising campaign in partnership with Lucasfilm to promote its Megastores, with a little help from the Stars Wars characters R2D2 and C3PO. Filmed at the Currys Megastore in West Thurrock, the campaign was launched nationally, and took a prized spot during the commercial break of the X Factor on ITV which was watched by 12 million people. The campaign saw a departure from the more traditional product led advertisements, and was led nationally on billboards, TV, and national newspapers including The Sun, The Daily Mail and The Guardian. It received an overwhelmingly positive response and helped to cement the Group's position as the country's leading electrical and computing retailer.
At Interim Results, the Group announced that the Renewal and Transformation plan was on track with a total of 250 stores transformed in the UK including 25 Megastores. This represented some 60% of the store portfolio in terms of revenue. 51 stores, including 19 Megastores were confirmed as transformed in the Nordics, and 19 Megastores.
In December, 'Black', a sleek new design concept store from Currys and PC World which brings high end electronics to the High Street, opened in Birmingham. Unique in its offering, Black displays technology in a series of 'collections', which change with the season, ensuring the store has a fresh look and feel every time a customer returns. Praised by the press and the public alike, Black is setting the trend for a new line of specialist stores.