Over the next four weeks, The Guardian will run a series of display ads with a unique electronic voucher in order to lure readers to a dedicated GU-designed and maintained microsite.
Readers will then be able to download an individual and exclusive voucher that can be used in exchange for cut price goods in stores.
One clear advantage for Dixons is that it will be able to track the behaviour of consumers and how they use their media, as well as obtaining crucial information on the retailer's products direct to readers via the microsite.
Adam Freeman, deputy advertising director for Guardian Newspapers and commercial director of Guardian Unlimited, said: "This is unique. We will be using newspaper activity to drive people to their microsite and then their stores.
"Customers will be able to go in to Dixons already armed with knowledge of products."
The retailer is looking for ways to develop its online strategy as a tool to also reinvigorate the in-store market, which, like other high street retailers, is being hit hard by the rise of online shopping in recent years.
"They want to see how to use the web to drive people in-store, rather than just for e-commerce," Freeman said.
The vouchering system has been developed by MailTrack and the deal launches on 20 October.
The money-off coupon will change every seven days, while valuable consumer trend data for Dixons customers will be obtained via a registration system on the microsite for the voucher.
This article was first published on Media Week