Currys PC World mobile app arrives in time for peak

Electricals retail group Dixons Carphone has launched a transactional mobile app for Currys PC World, which is available for Android and iOS operating systems.

Although relatively late to launch such a service compared to some of its competitors, the new platform comes ahead of what the retailer is hoping will be a busy Black Friday and Christmas trading period, and it is promising a comprehensive set of additional features over the course of the next year.

The retailer said the app will allow the business to be with the customer “throughout the lifetime of their product”, as well as allowing users to manage orders, check stock availability and create wish lists to use in store. An augmented reality (AR) feature, which will allow consumers to see what products would look like in their homes, will be integrated in the app soon – this follows the launch of a separate AR app last year.

Consumers can access the app using secure log-in with biometrics, while in the future they will also be able to use the platform to manage trade-ins and upgrades, repairs, protection and services.

The roadmap of development for the new app also includes the ability to purchase the latest technology using credit with a built-in credit calculator, and the chance to use Google and Apple Pay for purchases. Also on the horizon is pay & collect functionality, and delivery tracking capability.

Stuart Ramage, eCommerce director at Dixons Carphone, commented: “We want to be with our customers throughout the lifetime of their products and throughout their life.

“Our app is part of this journey, creating a seamless end-to-end experience. This includes features to help them discover, choose, afford and enjoy the latest amazing tech right through to advice on how to repair, trade-in and upgrade products.”

Other eCommerce system investment at Dixons Carphone this year includes improvements to the search accuracy, website speed increases, and the introduction of more products online.

Last week, the group also announced Mark Allsop will be joining the business as chief digital officer from Merlin Entertainment in the new year.