Currys, one of the UK’s leading technology retailers, has significantly enhanced its customer experience through a comprehensive digital transformation with its tech partners.
Currys is stepping up focus on digital transformation at a time when global retailers are exploring how to bring products to customers most effectively. “The integration of multiple retail channels and inventory visibility is at the core of enabling all omnichannel strategies,” Sandy Fitzpatrick, analyst at Canalys said, in a 2022 note.
Sandy Fitzpatrick, in the Canalys report, said customers want to experience retail through tools on their 5G-enabled devices, and/or in-store so they have the ability to interact and experience immersive retail displays and in-store brand experiences.
Currys digital transformation
Currys has deployed Salesforce Service Cloud, Commerce Cloud, and MuleSoft, in order to streamline its operations, aiming to provide efficient customer service across all channels. Despite reporting a 4 percent decline in revenue for the 2023-24 fiscal year, amounting to £8.476 billion, the retailer is focused on long-term growth fueled by its new technologies and improved customer engagement.
A key driver behind this transformation has been Currys’ partnership with LTIMindtree, a prominent technology solutions provider based in India. Together, they have re-platformed Currys’ website to Salesforce Commerce Cloud, launched an in-store client app via Experience Cloud, and implemented Service Cloud for post-sales support. This overhaul has empowered Currys to deliver faster service, drive operational efficiencies, and foster innovation.
Currys’ Chief Information Officer, Andy Gamble, highlighted the impact of this collaboration, stating, “Our new omnichannel platform has revolutionized how we serve our customers and colleagues, setting us up for future business growth.”
This transformation was recently recognized with the Dreamforce Partner Innovation Award at Dreamforce 2024 in San Francisco, acknowledging the collaboration between Currys and LTIMindtree.
LTIMindtree, one of the leading IT service providers, generates around 15 percent of its revenue from consumer business. Enterprises in Europe, which is a significant focus area for LTIMindtree, contribute around 14 percent of its total revenue.
Worldwide spending on digital transformation is forecast to reach almost $4 trillion by 2027, according to IDC.
“As digital investments become dominant, it is crucial for organizations to partner with vendors who can provide guidance on resource allocation and effective digital transformation strategies,” said Mariya Yahnyuk, research analyst with IDC’s Data & Analytics Group.
AI technologies
Currys has also achieved significant cost savings, reducing operating costs by £268 million over the last three years. It is now looking to further optimize processes using artificial intelligence (AI), exploring over 60 potential AI use cases in collaboration with partners such as Accenture and Microsoft. These AI initiatives are expected to improve areas such as after-sales returns and repairs, as Currys continues to explore generative AI technologies.
“The adoption of AI and Generative AI is driving a notable shift in business strategies and value creation. Companies are leveraging AI to boost efficiency and enrich customer experiences, opening doors to fresh growth opportunities,” says Vinayaka Venkatesh, Senior Market Analyst, Data & Analytics, IDC Asia Pacific, recently.
In addition to its focus on AI and digital spending, Currys has committed to upgrading its in-store experience. The company plans to refurbish 50 of its largest stores by incorporating new product categories, seasonal showcases, and redesigned entrance spaces to create a more engaging shopping environment. This is part of a broader initiative to revamp 115 stores by 2024-25, aligning with its strategy to integrate online and physical shopping experiences.
By investing in both digital and in-store advancements, Currys is focused on delivering a top-tier omnichannel experience, positioning itself for continued innovation and growth in the competitive retail landscape.
Baburajan Kizhakedath
