Wednesday, 04 May 2016 10:50

Kogan relaunches Dick Smith online store from today!


Proudly boasting of being ‘Back and Better than Ever,’ Kogan has taken control and has brought Dick Smith back to life the day after the old physical stores closed forever.

You only live twice. Tomorrow never dies. The world is not enough. Never say never. Die another day.

These are all iconic movie titles featuring a seemingly unkillable secret agent who always saves the day with flair, often using some extremely nifty gadgets and who always gets the girl - if not several of them.

Dick Smith’s rebirth and relaunch made me think of Bond’s resurrections and snatches of ultimate victory from the jaws of incredible odds against him, and while equating Dick Smith with James Bond is obviously a literary stretch, why not have a little fun?

Clearly, Kogan is doing just that himself with the relaunch of the Dick Smith brand, which wasn’t officially scheduled to take place until June, but which has dramatically come back to life just a day after the former company’s physical stores closed down for the last time.

And already, any visitor to the new Dick Smith online store in Australia, and the store in New Zealand, can see a frenzy of notifications in the bottom left hand corner, notifying visitors and customers that someone bought this gadget or that just seconds ago - as you’ve very likely seen at the original site itself.

Here's an example of what I mean:

1A-Dick Smith purchase

So, what does the ‘new’ Dick Smith have to say for itself?

First comes the statement that ‘the new and improved is open for business, and it’s better than ever.’

Then we are reminded that ‘ announced the acquisition of the Dick Smith online business in March 2016, and was scheduled to begin operating the websites from June,’ but that the relaunch has happened ‘today, one month ahead of schedule.’

Kogan boosts its ‘team managed to build a fully responsive online platform for Dick Smith in under two months, allowing customers to shop on any connected device.’

As you might have already guessed, the new Dick Smith platform ‘leverages the existing operations and logistics infrastructure of the business, meaning Dick Smith customers now get the benefit of 10 years of online retail, product development and customer service excellence.’

Naturally, Kogan boosts up the fact that ‘Dick Smith is an iconic Australian brand, with a legacy spanning almost 50 years.’

Talking up the brand’s birth ‘from humble beginnings in in 1968, the brand grew into Australia’s largest consumer electronics retailer with 363 stores.’

However, we cannot forget that, as Kogan reminds us, of how ’in recent times, many Australians were let down by Dick Smith, as the business faced financial difficulty.’

This is kinda like when there’s a laser beam slowing coming up to slice Bond in two, and it’s here that Bond has to use his wits to somehow miraculously escape so he can die another day and restore justice to an unjust world.

So, in doing just that, says it is ‘proud to announce that Dick Smith is once again open for business — offering a great online shopping experience, better prices, fast delivery, first class service and an improved range of products.’

And importantly, we are told that ‘all purchases from today onwards at Dick Smith are backed by, with over 10 years of experience as Australia’s leading online retailer.’

There’s a promise of great prices with the statement that ‘the increased buying power of the combined Dick Smith and businesses means that shoppers of both stores will benefit from better prices on the latest products.’

So, what kind of cool gadgetry and tech is available from Kogan’s retail equivalent of the Q department?

We are told that ‘Dick Smith will continue to be developed and improved, with immediate new benefits of shopping with Dick Smith online including:’

  • 5,500+ products offered at leading prices, including a full range of the latest smartphones (Samsung, Apple, Kogan), cameras (Canon, Nikon, Swann), tablets (iPads, Android), home appliances (Breville, Bissell, Kogan) and more
  • 1,800+ products with Fast Dispatch
  • A returns policy applies for all purchases from May 4 onwards, and all products sold from May 4 onwards come with comprehensive warranty backed by
  • A 14 Day Money back guarantee on exclusive brands
  • An experienced customer service team with a average response time of under one business hour

And of course, in true Kogan style, there’s naturally a ‘Relaunch Sale’ currently on and available immediately at and

More below, please read on.

David Shafer, Executive Director, and Dick Smith said: “The new and improved is open for business, and it’s better than ever.

“The efficiency with which we have been able to relaunch Dick Smith is the same efficiency that will see us delivery product and price leadership into the future.

“We are extremely proud of the speed with which we were able to relaunch the Dick Smith online business, with a leading website, product range, and back-end systems to power the operation. All orders from today onwards come with the full backing of the business, and are supported by our first class Australian customer service team.

“Dick Smith’s recent history has been disappointing for many Australians, but for millions of us, it is an iconic brand we all know and love. We will work hard to restore the faith Australians have put in the Dick Smith brand for almost 50 years.

“Our digital efficiency will help to make the latest products more affordable at Dick Smith, and rebuild the legacy of the brand as a leading destination for the latest technology.

“It is early days and we are only just getting started. We are a customer focussed business and we are here to serve our customers. We invite all Dick Smith customers to give us comments and suggestions to continually improve the new Dick Smith online store.”

And with that, the electronic, clever Dick is back, and clearly hopes to be a very upstanding member of our online society.

Good luck to Kogan and the new Dick Smith!


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.



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