Currys omnichannel strategy builds SCV powerhouse

Currys is hailing the implementation of Salesforce’s CRM technology solutions to support its omnichannel transformation, claiming it now has a single, 360-degree shared view of every customer.

Over the past three years, 80% of UK households have shopped with Currys, the company says, and on average it serves over 8.5 million customers a week.

And with 60% of its customer base preferring to shop across multiple channels, the Salesforce technology has given Currys a single customer view (SCV) across marketing, sales, commerce, and service.

The tech includes Mulesoft, which combined the Salesforce platform with Currys’ legacy infrastructure, while its ecommerce website is now fuelled by Commerce Cloud. Service Cloud, meanwhile, has enabled Currys staff to “meaningfully interact with customers, driving brand loyalty and the growth of the services business”.

Currys chief information officer Andy Gamble said: “Our omnichannel transformation makes it easier for customers to shop and gives every customer the benefit of both our online and in-store experiences.

“The Salesforce platform drives improved personalization. This enables our customers to choose, afford and enjoy technology, wherever and whenever they choose to shop.”

In October last year, Currys launched its first ever UK loyalty scheme, offering customers access to discounts and benefits, in a move that coincided with the relaunch of the business and the demise of the Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone brands.

‘Currys Perks’ is based on a rewards programme run across the retailer’s stores in the Nordics called Elkjøp Customer Club, the brand owned by parent business Currys plc.