Dixons Carphone Brings High-Touch Shopping Experience Online
by Kelly Bergl
Posted on 11-09-2018
For many people, there’s nothing quite like the excitement of shopping for the latest gadgets, whether it’s the newest smartphone, a laptop, a big-screen TV, or even a new kitchen appliance. But these types of costly purchases typically aren’t impulse buys. Most people spend days or weeks researching their options—some browsing in stores, others shopping online, and some doing both.
Wherever people decide to shop, retailers like Dixons Carphone need to be able to deliver great offers, personal attention, helpful product information, and exclusive deals. Fortunately, Dixons Carphone already excels at providing this kind of experience in stores. Its challenge was bringing that same experience of personalization to shopping online.
Using Adobe Experience Cloud, the popular consumer electronics retailer set out to accomplish two things: 1) ramp up personalization on its websites and 2) get faster.
Goal 1: Personalization
Imagine shopping for a smartphone and seeing only special deals on televisions. For consumers, a lack of personalization can be frustrating and quickly lead them to look elsewhere. To avoid this, Dixons Carphone uses Adobe Target and Adobe Analytics to provide online shoppers with content tailored to their interests, so people feel that the company is listening and responding to their needs—just like a sales associate might do in a store.
It’s an approach that’s paid off for Dixons. In addition to enhancing customer service, personalized interactions have boosted conversion rates on the website by up to 17%.
At the same time, Dixons Carphone is getting some additional digital marketing help from the Adobe Target Search&Promote capability. In this case, the ability to monitor things like top-selling products and then recommend those products to shoppers has resulted in 7% higher conversions so far.
Goal 2: Speed
For Dixons Carphone, speed to market can be a huge competitive advantage. Consider the rapid-fire deals on Black Friday and Cyber Monday. Or new product releases, where getting products out for sale ahead of the competition is crucial for grabbing market share.
Here, too, Dixons Carphone is seeing some measurable impacts from Adobe Experience Cloud. Using Adobe Experience Manager, the company is now 10 times faster at updating its website and 500% faster at launching new campaigns. It also saved 400 hours of development time in 6 months.
Speed is also good for consumers. It means people can find the best deal on that new smartphone or simply spend a lot less time comparing laptop features, so they can start enjoying their new tech right away.
For Dixons Carphone, using Adobe Experience Cloud is not just about selling its products online. It’s about creating a digital experience that parallels the personalized service people get in its stores. This puts the retailer in a great position as consumers’ shopping habits evolve.
Topics: Digital Transformation, customer success, Dixons Carphone, E-Commerce, Mobile Marketing, personalisation, retail, UK, UK Exclusive, Digital EMEA
Products: Experience Cloud