Dick Smith refresh spurs electronics sales

Woolworths has reported 4.3 percent growth in Australian consumer electronics sales for the first half of the year, as it continued to refresh its Dick Smith business.

The company said it had refurbished 27 percent of Dick Smith stores, which equated to 109 stores.

"We plan to have an additional 47 stores in this new format by the end of this financial year," the company said.

"The results achieved in Australian Dick Smith stores incorporating the new format, have been extremely pleasing. This reflects strong customer acceptance of the new refreshed offer.

"The Australian Dick Smith business has seen [earnings before interest and tax] increase by 28.5 percent and the benefits of the rollout will continue to be seen in future periods."

The Dick Smith website was also overhauled, which had contributed to an overall Woolworths' group increase in "online channel sales" of 41 percent for the half.

"We made good progress in online channel sales [in Dick Smith] in the Christmas trading period, doubling those achieved last year," the company said.

Woolworths said it would continue its exit of the Tandy and Powerhouse brands "over the next two years".

Nine Dick Smith stores were opened during the half in Australia and 14 Dick Smith and Tandy stores were closed. Total store numbers in Australia were 362.

The company believed its revamped ‘Techxpert' branding for Dick Smith stores had been well-received.

It said its Mobile Techxperts delivery and installation services, launched in July last year, were "gaining traction" with customers and spurring "rapid growth in sales."

Woolworths said a training program being rolled out to staff was driving positive results.

"A new staff training program focused on sales techniques and customer service is delivering genuine results, ensuring our staff are trusted and knowledgeable," the company said.

"New e-learning courses on technical product information are increasing our sales staff's confidence and ability to sell the latest technology to customers."