Dixons Carphone deploys cloud-based omnichannel profitability testing software

Dixons Carphone, the recently merged electrical and telecoms retailer, is using Applied Predictive Technologies' (APT) cloud-based customer experience and omnichannel profitability testing software.

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Dixons Carphone, the recently merged electrical and telecoms retailer, is using Applied Predictive Technologies' (APT) cloud-based customer experience and omnichannel profitability testing software.

The company is using APT’s Test & Learn software to support brands such as Currys, PC World, Carphone Warehouse and Dixons Travel. Dixons Carphone will use APT’s software to improve its data-driven decision-making capabilities across merchandising, pricing, marketing, operations and capital investments.

T-Mobile, COX, Lowe’s and Boots are among other companies using the software to improve customer experience and profitability.

Gary Booker, chief marketing officer at Dixons Carphone, said: “APT allows us to test ideas quickly and accurately, enabling us to continue to innovate and therefore drive value for our customers.”

Anthony Morris, head of strategy at Dixons Retail, added: “We are striving to employ the most robust analytical methods to answer a host of questions brought about by the digital age, questions such as – How do we measure the impact of new cross-channel services? How does a change through our online channels impact shoppers’ decision making in-store?”

Morris said: “Understanding the profit impact of every action taken is crucial in a multi-channel environment where small changes might increase or decrease profitability in different parts of the business. Test & Learn allows us to distill the incremental profit impact of new multi-channel strategies amidst the ‘noise’ brought on by volatile metrics and an increasing number of sales channels.”

Image credit: APT

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