How Currys used advanced tech to ignite its CRM strategy

The leading multinational retailer accelerates its digital strategy

As featured in the BBC.

Currys vision is to help everyone enjoy amazing technology. It is committed to an easy end-to-end customer experience for everybody – however they want to shop. As a leading omnichannel retailer of technology products and services, it operates through 939 stores and 16 websites in eight countries.

Saul Lopes, the Head of CRM, knows that every big plan is made up of small steps forward, so he brought in Phrasee for some quick wins. Currys got an immediate uplift of 10% in open rate, 25% in click-through rate, and 21% in conversion rate.

Not a bad way to kick things off.

Then it was time to launch the “Black Tag Event” campaign. By combining Phrasee with Movable Ink and research from Proximity, it was able to achieve:

  • 42% increase in open rate
  • 93% increase in click rate
  • 102% increase in campaign revenue

Find out how global brands are using AI-powered content