The retailer hopes to create a raft of online video content to help consumers in the pre-purchase research phase to help them make sense of the many technology options available.
Content will be designed to complement its existing content aimed at consumers who have already bought a device and are looking for tips on how to get the more out of it.
It has appointed Adjust Your Set to handle its online content strategy and develop content for a campaign in 2013.
The retailer is also tailoring content to mobile devices to reflect both the products it sells and the appetite for mobile content from consumers looking to research products on the move.
Gareth Jones, head of online marketing at Carphone Warehouse, says the shift recognises that video is now “critical” in the shopping journey when buying a new mobile device, adding that 70 per cent of store purchases begin online.
He says Carphone Warehouse registered more than 1 million views of its content around the iPhone 5 launch in the 72 hours after it was announced, with an additional half a million views through mobile devices.
Carphone Warehouse is also growing its content marketing team to reflect the increased importance or video content for the retailer’s marketing strategy.