Currys PC World eyes ‘true mobile retailer’ status

Currys PC World is calling on the marketing insights of its Carphone Warehouse sister brand to become a true mobile retailer in the wake of its acquisition of some Phones 4 U stores last month.

Currys PC World is looking to boost sales of mobile devices from its bricks and mortar stores.
Currys PC World is looking to boost sales of mobile devices from its bricks and mortar stores.

Gary Booker, chief marketing officer at Currys PC World, told Marketing Week it would look to act on insights capable of transferring Carphone Warehouse’s mobile expertise into its own stores. He hopes to eventually replicate the Currys PC World brand’s reputation for trusted advice and expertise on electrical goods to the mobile space.

“I’ve been working with my counterpart at Carphone [since merging] about work focused on our own customer bases. We’re both initially focused on our own Christmas activity but will start to work more closely next year”, adds Booker.

“The insight we’re looking at together is how to make it easier for [Currys PC World] customers to search for new mobile products and also how we explain the technology to them.”

The move aims to put Currys PC World on the front foot after it agreed to acquire all 159 Phones 4 U concessions stores since the business went into administration last month.

Each store will be rebranded under the recently formed Dixons Carphone banner by Christmas, making Currys PC World the biggest mobile phone retailer in the UK after its sister brand. It is a “natural” next step from the news of Phones 4 U’s demise, according to Booker, one that uncovers new opportunities when traditional areas for growth are beginning to fade.

The electronics seller has a strong presence in retail parks and so the shared insights will help capture those bricks and mortar opportunities.

Booker adds: “We’re a huge seller of laptops, tablets and other mobile devices. Carphone have great expertise particularly in the mobile space but there isn’t anyone who offers complete choice across the market. It means that as a destination we can have real unique appeal to customers. Whether they want a vacuum cleaner or a TV or mobile or sim-only deal, all that technology is available in one place. It’s a great proposition in terms of connected technology.”

There will be no immediate changes to Currys PC World marketing team in response to the changes, Booker said.

The move comes as Currys PC World launches its biggest marketing campaign to encourage people to shop in-store rather than online this Christmas.

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