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Currys click and collect boost helps drive omnichannel strategy


Currys’ omnichannel strategy is helping to bring online and stores together, with the channel mix having reverted to an almost equal split now, according to Currys group chief executive Alex Baldock.
He said that in the UK order and collect sales are up more than 170%, often supplemented by the face-to-face assistance and advice available through Currys 24/7 video shopping service Shop Live. Baldock said that such customers were four times as likely to buy something and spend on average 60% more than when unassisted online.

Baldock said that despite supply constraints covering everything from availability of product to the availability of people in the warehouses, HGV drivers, trainers and containers the business had worked hard to overcome barriers. “The team have done an excellent job of riding out these supply chain challenges whether that’s the improvements in our supply chain, or whether it’s the fact that we’ve made the most of our number one position with suppliers, to make sure that we’ve got preferred access to stock when it’s scarce,” he told analysts at the company’s peak trading update this week.

Instore availability is now less of an issue since stores have more flexibility to sell the full online range in every store, explained Baldock. Currys staff are now armed with tablets to enable them to sell from the full online range. Delivery performance has also improved, he said.

Currys is also on track with regard its net-zero targets. It plans a 50% reduction in scope 1, 2 and 3 emissions by 2029/30 against 2019/20 and hopes to be fully net-zero by 2045. Baldock said that there had been good progress on sustainability with scope 1 and 2 emissions down 44% year on year in the first half. Progress has included reducing fleet emissions by switching to EVs / Maxus e-Deliver 3.

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