Currys and PC World owner Dixons plans to launch a mobile app that chief executive Sebastian James says will debunk the perception that online rivals are cheaper.
The app, to launch later this month, will encourage shoppers to compare prices with online rivals such as John Lewis and Amazon.
James told Retail Week that shoppers would compare prices anyway but having their own app would give customers 'total transparency'.
'It’s all about trust. When you look at our actual prices compared to Argos, Tesco and John Lewis we are considerably cheaper. Customers think Amazon is dramatically cheaper but they are not, on many items we are flat against them or cheaper,' he said.
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