Price is Key
I bought my first digital camera from Pixmania a good number of years ago, and that is because it was competitively priced vs the other internet retailers of the time. Since they became a DSG brand, their pricing only equals that of their peers within that group. And the only reason I go to a DSG store is to look for the yellow stickers, otherwise I'll get it off the internet and wait the 24hrs.
DSG need to slash their profit margins (if if they're not making much profit from sales, slash the costs from the balance sheet) to compete with the etailers. If they were 'Internet cost + what the shipping would cost + a couple of percent on top' priced, then I would probably buy my stuff from them, but when they're 30-100% more expensive then its just not a viable option.