Underpinning Dixons Retail's Core Purpose - Bringing Life To Technology - are core values, which have been developed for our customers and for our colleagues.

We promote values that represent our customers' experience when they come to our stores, shop online with us, are visited by one of our engineers, book our home delivery service, or contact us for support. We aspire to have our customers know and say the following about us:

- They're interested in working out what's right for me

- It's an exciting place to be and easy to shop

- I can get what I want when I want it

- The prices are good

- They make things work and keep them working

- They deal with queries/complaints brilliantly

For our colleagues, we believe there are four core values that constitute who we are, as individuals and as a team:

- We love to make our customers happy

- We know our stuff

- We love to work here

- We deliver

What does this mean in practice?

Andre Sorenson is store manager of Elkjøp Oslo, in Norway.

Andre won the highest award in our Chief Executive's Awards for his outstanding commitment.

For him, this means:

"Never being satisfied with your results. Always striving to get even better results. Be unique in your market and give the best customer service. Develop your people to secure their future. I am enthusiastic and never see problems, only challenges to solve. I love my work and always look forward to another working day."