Currys plugs in new video commerce platform for CX

currys newHome electronics retailer Currys is ramping up its use of technology to boost its customer experience strategy – as well as personalisation – with the launch of a video commerce platform.

The move, which sees the company team up with Swedish tech provider Bambuser, will allow Currys to implement shoppable video calls, meaning shoppers will be able to interact with product experts, ask questions, and make informed purchasing decisions during virtual consultations – wherever they are.

Brands can either use a live feed or repurpose existing video to provide immersive shopping experiences that are designed convert and deepen customer connections.

Bambuser works for some of the world’s leading fashion and beauty brands, including Clarins, Dior, Givenchy, LVMH, Hugo Boss, Net-A-Porter, Adidas and Saks Fifth Avenue.

Currys-owned Elkjøp, which is the largest consumer electronics retailer in the Nordic countries with 400 stores in six countries and 10,000 employees, was the first to use the system.

Currys chief information officer Andy Gamble said: “Video commerce presents a unique opportunity for us to engage with our customers in a more meaningful way and showcase our products to buyers one-on-one in a personalised and interactive way.

“We believe that this partnership will enable us to create enhanced shopping experiences that drive customer loyalty.”

Bambuser president EMEA Louise Blomqvist added: “Following our successful partnership with Elkjøp, we are thrilled to welcome Currys to the Bambuser community and expand our partnership with the Currys group; we look forward to delivering memorable shopping experiences that exceed expectations and drive business growth.”

The launch comes just weeks after Currys appointed Accenture and Microsoft to deliver its core cloud technology infrastructure. The move is designed to enable the retailer to leverage the latest AI technologies to enhance operations, elevate the shopping experience, and improve the colleague experience for its 25,000 staff.

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