The Dixons Group is seeking a consumer agency to rescue the
tarnished reputation of its beleaguered after-sales service arm,
The company, the UK’s largest electrical retailing group, confirmed it
has seen credentials presentations from at least two consumer agencies,
although it is understood to have met many more.
Mastercare operates in two parts, a delivery system for purchased items
and Coverplan, the insurance scheme offered to all customers when they
make a purchase. Coverplan has come under sustained criticism in the
media for being aggressively marketed at the point of sale and for
inefficient customer service.
The product has nine million users, half a million of whom renewed their
policies last year. Dixons’ director of corporate and public affairs
Lesley Smith, who was forced to defend the product last month on the
BBC’s consumer programme Watchdog, told PR Week the company had yet to
decide on a strategy to assist the Mastercare brand.
Mastercare’s PR is currently handled by group press officer Manjari
Shah, who was also involved in the credentials presentations.