Analysis: How Dixons Carphone’s new model will supercharge bricks and clicks

Currys PC World Carphone Warehouse

Dixons Carphone was set to fulfil its promises before coronavirus struck and chief executive Alex Baldock remains certain the retailer is on the right track as it builds an omnichannel proposition.

Dixons Carphone had to close all UK stores from March 23, but the retailer has used the lockdown period to accelerate its digital operations and build its online market share, while also leveraging the strengths of its in-store expertise. It is a mix that Baldock believes will put the business in a powerful position post-pandemic.

“We have significantly grown online,” points out Baldock. 

“We’ve done what we said we were going to do, which is to improve the range; make it easier to buy online whether it’s better search and recommendations, checkouts and site speed; as well as making it easier for them to get a hold of their products once they’ve ordered.”


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