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How Dixons Carphone is using in-store mobile devices to shorten the sales cycle

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Dixons Carphone says its in-house developed assisted selling tools have had a “staggering” impact on its business, both improving the customer experience and speeding up the sales process.

Some 5,000 of the Pinpoint mobile devices have so far been rolled out to branches of Dixons Carphone, where sales staff use them to guide customers through the purchase, from product information, pricing and availability through to customer credit checks.

“Innovations such as our Pinpoint assisted selling tool have had a staggering effect on customer experience and business performance by shortening the sales cycle,” said Andrew Harrison, deputy group chief executive of Dixons Carphone .

Pinpoint is one of the devices that will be supported by a new in-store wi-fi service set to be provided to Dixons Carphone by BT. The new wi-fi service, part of a wider IT network being installed at the retailer’s 1,200 stores in a five-year contract, will also enable customer to try out internet-enabled products, from tablets to laptops and PCs, in the shop.

Harrison said: “These innovations wouldn’t be possible without a high-bandwidth, secure and ubiquitous IT infrastructure in our stores and offices. The converged network and Wi-fi connectivity that BT will deliver will help our colleagues gain fast and secure access to the information they need, when they need it.”

Dixons Carphone was formed in August 2014 following the merger of Dixons Retail and Carphone Warehouse. It is now working with BT to develop its digital workforce by creating a single IT infrastructure and deliver significant synergies.

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