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New technology gives boost to Carphone Warehouse promotions

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The Carphone Warehouse has seen sales of selected multichannel promotions grow by 20%, following the introduction of new technology.

After IVIS Group’s Sonetto promotions management software was introduced across the mobile phone retailer’s 820 UK stores and its online shop, sales in product categories that were promoted using it grew by a fifth, while average transaction spend also rose.

The technology was put in place as The Carphone Warehouse expanded its range by adding laptops, netbooks, tablets, music and gaming products. The decision management platform was installed in order to give customers consistent access, both in stores and online, about the promotions available with the products they were browsing.

Steve Borg, programme manager in The Carphone Warehouse’s global business services division, said: “Our decision to diversify our offering presented us with an immense challenge. Pretty much every product we sell has some form of promotion attached to it - we have tens of thousands of combinations, for example when a consumer buys a laptop, they might be able to find a promotion which gives them broadband too, or vice-versa. By using IVIS Group’s technology we’ve ensured that our promotional activities meet our customers’ needs and translate into more sales for the company.”

“The Carphone Warehouse needed to find a system which would help it react quickly to the market and present customers with a consistent interface, whether they purchased in-store or online,” said Paul Bolton, Director of Product and Corporate Strategy at IVIS Group. “Automating the process to make sure staff across the store estate have all the information they need at the point of sale to offer the right promotion without delay, is helping The Carphone Warehouse excel through its sales execution and customer service.”

Beyond its UK stores, The Carphone Warehouse also has 1,700 stores trading under the Phone House brand in Europe, and a joint venture with US consumer electronics retailer Best Buy, which opened its first UK store last spring.

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