Dick Smith Electronics

An Online Marketing Solution

Dick Smith (Electronics), a wholly owned company of Woolworths Limited, is an international electronics retailer with over 200 stores across Australia alone. Referred to as the ‘Techxperts’, Dick Smith bridges the gap for everyday users of technology, across computers, TV, audio, telephones and more.

The Dick Smith website is one of Australia’s largest and most successful eCommerce websites, and when it was decided to redevelop, Dick Smith turned to Wiliam for the design and front-end development of the website.

Client Objective

• Modern, contemporary design and interface reflecting the new brand.


• Marketing and cross-promotion support.


• Journey and conversion-led design.


• Level 1 (A) Accessibility.

Wiliam Solution

Working closely with Dick Smith, Wiliam designed the look and feel of the website in-line with the agreed architecture and brand guidelines.

The design was refined and improved and then rolled out across hundreds of different, unique templates.

The completed designs were then developed with considerable backwards browser support, ready for back-end integration. Wiliam worked closely with Woolworth’s integration team to ensure the most seamless integration possible.

Successful outcome

The new website reflects the style, size and positioning of Dick Smith. The design is contemporary and uncluttered, despite the enormity of the underlying catalogue; the design and website architecture is intuitive and logical, and particularly rewarding to use.

Combined with the backend integration, the website squarely positions Dick Smith as the leading electronics, eCommerce website and brand in the market.