How Dixons Carphone is melding online and offline

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Curry’s PC World owner Dixons Carphone has made great strides in the past 12 months to bolster its cross-channel capabilities.

As one of Retail Week Indicator’s ecommerce leaders, ranking fifth out of the 176 retailers reviewed, Curry’s PC World has taken learnings from across its group to develop how its online and offline channels work in tandem to drives sales growth and customer satisfaction.

Of the electricals retailer’s online sales, 40% involve a store colleague, either by a shopfloor employee ordering an item for a customer they are serving via its website or passing on the parcel to the customer at its click-and-collect desk.

Because of this, Dixons Carphone ecommerce director Stuart Ramage is adamant that making it easier for shoppers to navigate its stores and website concurrently makes good business sense, as well as enhancing the shopping experience.

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