Smiths City - will it be the next 'Dick Smith'?

Forums › Off topic › Smiths City - will it be the next 'Dick Smith'?

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BDFL - Memuneh
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#2628577 31-Dec-2020 14:47

Dunnersfella:

freitasm:

Advice: never buy from Dick Smith.

And that advice sadly hangs over Mighty Ape now that the owners of Dick Smith have also taken over the Online Monkey's @ M.Ape.

Or we would hope they go the other way around and move the Dick Smith operation in New Zealand under MightyApe - but that would be expecting too much from the new owners to start with.

neb

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#2628667 31-Dec-2020 17:33

Dunnersfella:
Regarding Mighty Ape - they hold a LOT of stock. Has anyone seen their warehouse in Silverdale? I don't know of a single warehouse that would rival it in the on-line retail space... it truly is massive. Sure you could combine warehouses for chain stores etc, but it is genuinely impressive.

I'm currently looking across at it, it's not that big. First time I saw it my immediate reaction was 'oh, they actually exist in the real world'.

MikeB4

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#2628670 31-Dec-2020 17:45

I would buy from Dick Smith, Smith City and Mighty Ape over Amazon. I will not buy from Amazon given their record of staff treatment. More accurately staff mistreatment

GSManiac

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#2629067 1-Jan-2021 22:25

They must have a new marketing team or have employed a new outside agency. Their new adverts both in store and tv ads are quite good.

quickymart

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#2629082 1-Jan-2021 23:46

They rebranded in October, post the lockdowns. Most of them removed "City" from the name.

https://www.rnz.co.nz/news/business/429375/smiths-city-rebranded-relaunched-after-covid-19-forced-it-into-receivership

GSManiac

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#2629083 2-Jan-2021 00:07

Oh yes I knew all that. I just mean in addition to all that.

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#2629135 2-Jan-2021 03:41

I wouldn't be writing off Mighty Ape just yet. They have probably partly purchased Mighty Ape for its good reputation, running it into the ground makes no sense. It may be run independent of its new owners other interest.

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bfginger

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#2632100 7-Jan-2021 22:23

In honesty the knife wielding wife advert does not at all encourage me to go to Smiths.

quickymart

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#2632153 8-Jan-2021 07:40

Then there was the advert with lots of elderly people (see earlier in the thread) saying they used to shop there when they were younger. Not exactly exciting/inticing/encouraging for the young people spending today.

Rikkitic

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#2632252 8-Jan-2021 10:25

Maybe they can't afford a real advertising agency.

Plesse igmore amd axxept applogies in adbance fir anu typos

vexxxboy

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#2632266 8-Jan-2021 10:46

quickymart:

Then there was the advert with lots of elderly people (see earlier in the thread) saying they used to shop there when they were younger. Not exactly exciting/inticing/encouraging for the young people spending today.

how many young people go into stores to shop, they are going after the people who are older and have money and will go into shops to buy something. makes sense.

Common sense is not as common as you think.

Dunnersfella

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#2632441 8-Jan-2021 14:51

The current ads / store layout does indicate that they have spent some time with their ad agency...

I think the new owner is cashed up and free of some of the old thought processes that tied them down in the past.

BUT is it too late?

networkn

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#2632522 8-Jan-2021 16:55

MikeB4: I would buy from Dick Smith, Smith City and Mighty Ape over Amazon. I will not buy from Amazon given their record of staff treatment. More accurately staff mistreatment

You shouldn't buy from MA then either.

quickymart

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#2644632 31-Jan-2021 07:59

Query, how long did Smiths City have their Auckland stores open for before pulling the plug? I seem to recall the Wairau Valley one was probably open for a couple of years.

quickymart

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#2648531 6-Feb-2021 08:46

They have a big splash ad all over Stuff this morning, so at least they're trying something digital - but I guess it's not regionally targeted.

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