Earlier this year, Tesco and Dixons Carphone penned a deal to trial Currys PC World shop-in-shops at a small number of Tesco Extra stores.

The first concession, measuring around 7,500 sq ft, opened in Milton Keynes in July, followed by a second in Tesco’s Weston Favell store in August. 

A few months into the pilot, Dixons Carphone is busy refining its new proposition and collating customer feedback. 

Chief marketing officer Neil Hollins shares its findings with Retail Week and speaks about the challenges to date as well as the potential scale of the partnership.