What is Sales and Marketing Strategy of Currys Company?

Currys has significantly boosted its social media presence, particularly on platforms favored by Gen Z. This includes a 36% increase in content output across Twitter, YouTube, and Reddit in 2024, resulting in a 44% surge in customer engagement.

The brand's social media strategy emphasizes relatable, humorous, and trend-aware content, often featuring employees. This authentic approach aims to build a stronger connection with younger consumers and enhance brand perception.

Traditional advertising remains a key component, with recent TV campaigns focusing on inclusivity. The 'Sigh of Relief' campaign, for instance, utilized £1 million of ad space on Channel 4 to highlight accessibility features.

Currys leverages generative AI to deliver personalized product information to customers. This data-driven approach enhances the customer experience by providing relevant and tailored content.

The 'Price Promise' is a core marketing tactic, assuring customers that prices will be matched or beaten. This promise extends to competitors and can be applied up to seven days post-purchase, fostering customer confidence.

These strategic marketing efforts have contributed to a notable increase in brand preference. Brand preference rose to 26% in FY25, up from 21% three years prior, indicating successful brand positioning.

The 'Price Promise' is a key element of the value proposition, assuring customers of competitive pricing and reinforcing trust in the brand's commitment to affordability.

Currys champions the circular economy by prioritizing repair, reuse, and recycling of electronics, operating a significant tech repair center to support these initiatives.

Since 2021, the brand has unified its identity under the Currys name, streamlining its market presence and ensuring a consistent brand message across all customer touchpoints.

The expertise of its colleagues is a significant brand asset, providing personalized assistance and technical support to enhance the customer's technology ownership experience.

The company effectively blends its physical store presence with a strong online offering, catering to diverse customer preferences and enabling a 'see it, feel it, try it' approach.

While internal metrics show positive brand strength trends, external data for FY25 indicates a slight decrease in overall consideration, contrasted by an increase in ad awareness.

The increase in voucher value to £10 for a £50 spend in June 2025 significantly boosted the attractiveness of the 'Cash for Trash' initiative, encouraging greater participation in tech recycling.

This campaign's emphasis on the 'see it, feel it, try it' advantage of physical stores aims to counter the convenience of online shopping by highlighting the experiential and expert-driven aspects of the retail environment.

The 'Laptop Rage' ad specifically showcases the problem-solving capabilities and customer care provided by Currys staff, reinforcing the value of human interaction and expertise in resolving tech issues.

By partnering with accessibility consultants and featuring diverse representation, the 'Sigh of Relief' campaign authentically communicates the brand's commitment to inclusive customer service and positive in-store experiences for all.

These campaigns collectively contribute to Currys' brand positioning as a retailer that offers not only a wide range of technology but also expert advice, exceptional customer service, and a commitment to social and environmental responsibility.

Initiatives like 'Cash for Trash' serve as direct customer acquisition methods by providing incentives, while the focus on in-store expertise and inclusive service aims to foster customer loyalty and repeat business.