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 industry-leading marketing system. These pillars had key deliverables such as improvement of brand messaging, increased customer personalisation, audience targeting, automation, and the utilisation of data to improve customer engagement and experience.

A key factor in the revamp was directly addressing the customer engagement issue on marketing activities. Currys' messaging didn't meet the personalised demand from customers, leading to disengagement...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands