Dixons: Customer Matters – Impactful commercial insight at scale

Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.

Campaign details

Brand: DixonsAgency: Trinity McQueenCountry: UK

Synopsis

Electrical Retailing: A Darwinian Struggle

Currys PC World (CPCW) and Carphone Warehouse (CPW) both face unique challenges as the only national electrical and multi-network telecoms specialists. Given the maelstrom of challenging macro-economic conditions, disruption from digital brands and the resultant shift towards online purchase & fulfillment, only businesses that provide genuine value for consumers will ultimately survive.

As such, DC continuing to thrive within the UK's retailing landscape has been far from guaranteed. It has contended with the challenge of bringing together two core brands CPCW and...

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