The two-year assignment will see Brass recruit more than 10,000 community members and carry out customer segmentation, new product and campaign development, creative testing and online focus groups.

Liz Lamb, head of research at Dixons Retail, said: “The development of an online community for our retail brands provides an excellent opportunity to further engage with our customers and we see further opportunities to expand this platform as we build on the valuable information it will provide.”