Dixons Carphone connects with BT to boost shopping experience


BT today announced that it is to provide Dixons Carphone with a new IT network to help the retailer boost the in-store shopping experience for customers while reducing operating costs.


Leading technology retailer to invest in a new BT-managed IT network

BT today announced that it is to provide Dixons Carphone with a new IT network to help the retailer boost the in-store shopping experience for customers while reducing operating costs. The network, which is to be delivered as part of a five-year contract, will carry all of the retailer’s voice and data traffic supporting its 1,200 stores, offices, data centres, contact centres and supply chain operations nationwide.

Dixons Carphone was formed in August 2014 following the merger of Dixons Retail and Carphone Warehouse. It is now working with BT to develop its digital workforce by creating a single IT infrastructure and deliver significant synergies.

As part of the new contract, BT will deploy Wi-fi in Dixons Carphone stores. This will allow customers to try out internet-enabled products before they buy, such as tablets, PCs, smart phones and smart TVs.

The Wi-fi will also provide connectivity for Dixons Carphone’s Pinpoint assisted selling tool.Developed by the retailer, Pinpoint is a mobile device used by colleagues in-store to take customers through the sales process, providing access to product information, pricing, availability and customer credit checks.5,000 Pinpoint devices have been rolled out to date, making it a key component of Dixons Carphone’s strategy to create a digital workforce.

To ensure employees enjoy fast and reliable access to information and applications on their Pinpoint devices, BT is also deploying its application performance management service in the Dixons Carphone network.This will give data going to and from Pinpoint priority over other network traffic, helping employees get the information they need quickly so they can assist customers without delay.

“Innovations such as our Pinpoint assisted selling tool have had a staggering effect on customer experience and business performance by shortening the sales cycle,” said Andrew Harrison, deputy group CEO, Dixons Carphone. “But these innovations wouldn’t be possible without a high-bandwidth, secure and ubiquitous IT infrastructure in our stores and offices. The converged network and Wi-fi connectivity that BT will deliver will help our colleagues gain fast and secure access to the information they need, when they need it.”

Emer Timmons, president, strategic deals and customer engagement, BT Global Services, said: “Successful retailers are increasingly looking to technology to help them deliver customer experiences that create loyalty for their brands. With its new BT network, Dixons Carphone will be better able to orchestrate knowledge and expertise from across its full business and combine it with the skills of its people to create great customer experiences.”

This agreement with BT will further propel Dixons Carphone with the UK’s biggest digital workforce as it rolls its award winning Pinpoint technology through its entire estate and drives significant synergies.



About Dixons Carphone

Dixons Carphone plc is Europe's leading specialist electrical and telecommunications retailer and services company, employing over 40,000 people in 12 countries.

Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and Knowhow.

Dixons Carphone’s primary brands include Carphone Warehouse, Currys and PC World in the UK and Ireland, Elkjøp, El Giganten, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of European airports and Phone House in Germany, the Netherlands, Portugal, Spain and Sweden. Our key service brands include Knowhow in the UK, Ireland and the Nordics, Geek Squad in the UK, Ireland and various other European markets.

Business-to-business services are provided through Connected World Services, PC World Business and Carphone Warehouse Business. Connected World Services aims to leverage the Group’s existing expertise, operating processes and technology to provide a range of services to businesses.