Due to its premium price, Dyson attracts a selected niche consumer base. The brand has managed to increase its physical distribution presence in the market, which was previously limited to Virgin Megastores or electronics and appliance specialist retailers. The brand also launched its online shop, where it offers incentives such as a 14-day money-back guarantee, 2-year warranty, free 2-day shipping and buy now, pay later instalment plans.
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