With just over a year under his belt at the merged Dixons Carphone, Gary Booker is bringing all his expertise as a former O2 marketer to the resilient high street electrical retailers. The retailer has begun trialling a ‘store within a store’ concept, with the Carphone Warehouse brand existing as a separate entity alongside the already combined PC World/Currys electrical business. The company’s first quarter results as Dixons Carphone saw 4% growth, which it attributed largely to the sale of televisions during the World Cup. Booker says his biggest challenge now is to work out how best to “integrate two very different businesses into one market-leading, innovative, customer-focused and commercially successful combined marketing team”.