Dick Smith Electronics (DSE) is showing off a new tagline: humanising technology.

DSE is one of the larger retailers of computers, home entertainment equipment and DVDs. Some stores also carry electronic parts and kits. They are part of the huge Woolworths group of companies.

So, with my cynicism in check, I am very curious to see how DSE will actually go about humanising technology. I want to know what changes have they made across their business that will enable them to act towards this goal.

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