Currys made in-store expertise a competitive advantage, driving revenue, share and long-term returns.
This paper shows how Currys turned the perceived decline of physical retail into a competitive advantage, by redefining its role and re-engineering the marketing function to prioritise long-term growth over short-term activation.
As online grew, Currys identified a “crisis of unassisted selling”: customers overwhelmed by complex tech purchases without human support. The brand reframed stores as the antidote through ‘Beyond Techspectations’, a distinctive platform making expertise famous through humour.
This case estimates the result was £500m incremental revenue in two years, a return to growth, +1.1% market share and a 44% increase in long-term ROI, cementing the brand’s place as the UK’s most-preferred tech retailer.