Currys: Revamp to proactive personalisation automation leads to industry first results

Currys, the UK electronics retailer, redesigned its CRM system, offering customers a more personalised experience to drive conversions and grow revenue.

To grow its marketing database to 10 million, it was vital for Currys to switch from a reactive to a proactive personalised marketing approach for customer communication.

Strategy

The strategy was based on key pillars to enable an innovative, upgraded and...

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