Currys is pressing its “superbrand” with an initial ad campaign, which sees the tech retailer flogging its staff expertise.
For those who came in late, Currys now has Currys PC World, Carphone Warehouse, Team Knowhow, and Dixons Carphone under the same umbrella.
Now Abbott Mead Vickers BBDO, has put out TV spot positions touting Currys as a one-stop hub for tech expertise, highlighting its in-store experts, as well as its 24-7 ShopLive video chat feature.
Currys brand and marketing director said that technology was such an intrinsic part of our lives now that how you buy it matters more than ever before.
The marketing campaign was built upon research carried out by Currys that revealed shoppers are generally put off by unassisted selling due to a concoction of fake reviews, depth of choice, as well as how much time it all takes.
According to the firm’s research, 58 percent of people shopping for expensive tech goods would prefer to speak to an expert before they make their purchase.
“Our research shows that prior to handing over their hard-earned cash, people want advice about the tech they buy from a real-life, human expert, particularly when it comes to those expensive and more complex pieces of kit.”
With its strong focus on tech expertise, the new TV spot and wider ad campaign suggest that the new-look business can eliminate those hurdles and offer customers the advice they need.
Alongside the TV campaign, Currys is also launching its first loyalty initiative, which includes member discounts, monthly prize giveaways, as well as partner benefits such as a three-month Apple TV trial.
“This new campaign announces the launch of our new brand, Currys, and at the same time, reminds customers one of the most important reasons we are special – our expert colleagues.”
