Electrical retailer commits to improving links between its online and store sales.

Currys aims to improve online service

As DSG international rounds off the rebranding of its Currys.digital High Street chain, company chiefs have pledged to address issues with the links between its online and store sales programmes.

With more than 60 per cent of Currys’ overall sales involving a visit to the company website, the retailer is aiming to improve issues such as greater online stock availability than in-store, ahead of the relaunch of its website this summer.

Speaking to PC Retail, Tim Brennan, head of direct trading at Currys, highlighted the need for change: “85 per cent of the Reserve and Collect reservations made on line get collected in store, which is a pretty high conversion. Because of this growing trend the technologies and process must be capable of living up to the customer needs.”

As part of its relaunch, the Currys website will be move on to a new centralised platform called emerchant, and over the next 18 months the company will be looking at replacing other systems that will help it address issues with availability and ranging.

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