Currys PC World: We start with you

Sarah Sternberg and David Edwards

Campaign details

Client: Currys PC World
Brand: Curry's / PC world

From last place to first place: Summary

Currys PC World was facing a number of challenges. They were feeling pressure on all sides-from Argos and Amazon on range, and John Lewis on service.

Their reaction was to depend more and more on price and promotion, hooked on short term ROI. This made brand preference dwindle further and deepened their problems.

They were stuck in this cycle, with no end in sight.

So we suggested they do something radically different.

Purchase journey data revealed a pattern of shopping behaviour around electricals. We realised that, rather than changing what people thought about Currys PC World, we needed to change when they engaged with them.

Rather than be the last place you want to go (as their parent company Dixons had suggested in the 2011 Grand Prix winning APG paper), we needed to be the place people started.