‘Retail’s best employers will be retail’s best performers as the world adapts after Covid’

Male shop assistant in orange T-shirt assisting a female customer with a television in an electricals store

As he unveiled annual results for a year of near-unprecedented disruption, Dixons Carphone boss Alex Baldock was particularly pleased about one aspect of the electricals retailer’s performance.

Dixons Carphone rode out the turmoil of the pandemic well, so he had a few options to choose from as he reflected on the year gone by.

There were market-share gains, climbing profitability and he expected the retailer’s specialist technology market to continue to grow post-Covid. But in his deck of slides there was one which he was “almost most proud of” – and that was the leap in staff engagement.


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