Dixons Carphone invests in data analysis software

Electricals and mobile retail group Dixons Carphone is using Applied Predictive Technologies' (APT) software to help it make data-driven decisions across its business.

The newly merged organisation, which runs PC World, Currys, Carphone Warehouse and Dixons Travel, has signed an agreement to license the vendor's Test and Learn software to aid its strategy across merchandising, pricing, marketing, operations and capital investments.

Other retailers working alongside APT include T-Mobile, Boots and US DIY chain Lowe's. Dixons Carphone has said that the software will allow its business to test new ideas quickly and accurately.

Anthony Morris, head of strategy for Dixons, commented: “Dixons Carphone strives to employ the most robust analytical methods to answer a host of questions brought about by the digital age, questions such as – How do we measure the impact of new cross-channel services? How does a change through our online channels impact shoppers' decision making in-store?"

"Understanding the profit impact of every action taken is crucial in a multichannel environment where small changes might increase or decrease profitability in different parts of the business. Test & Learn allows us to distil the incremental profit impact of new multichannel strategies amidst the 'noise' brought on by volatile metrics and an increasing number of sales channels."

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