Overview

Currys previous marketing campaign setup had not been upgraded for a while, meaning that there were often operational inefficiencies. Through the technical challenges of their current system, Currys marketing involved heavy manual processes, meaning significant overtime was spent trying to work with the system they had.

The challenge

Currys business goals were to stabilise the system and automate daily tasks to increase their team’s capacity to connect with customers at the right time with the right content.

The approach

Using AEC solutions meant that Currys triggered campaigns are scalable. This meant they could move from around 40 to over 200 campaigns. These campaigns were triggered to talk to the customer at the right time, using data calculations on the fly to identify what type of customer they are and then as the email is deploying, matching them to the right content using Moveable Ink.

Currys were also able to move their Abandon Basket into BAU activity and hyper personalise customers’ experience with products, timers, and cross-sell products and combined this with their industry-first personalised AI subject lines.