Leveraging Personalized Recommendations
Dixons Carphone leverages behavioral data with award-winning use of AI to improve customer experience
Customer Overview
Dixons Carphone plc is a leading multinational consumer electrical and mobile retailer and services company located in nine European countries, whose primary brands today include Currys PC World and Carphone Warehouse. They are the market leader in the UK and Ireland, throughout the Nordics, and in Greece. With their range of services and support, they make it easy for our customers to discover, choose, and enjoy the right technology, throughout the life of the product. Their eCommerce team identified the need to provide an intuitive product suggestion journey on their websites, with a vision to offer bundles that were personalized in real-time to drive incremental sales and margin to the business. The goal was to increase bundle attach rates and increase sales through personalized recommendations.
Our Solutions for different Challenges
Challenge:
Increasing conversion rates for bundles and basket attachments
Personalized Recommendations
Gain the flexibility to apply ML, value, and bespoke merchandising models for product recommendations, without the constraints of marketing tech stacks.
Challenge:
Saas DMP solutions were expensive to maintain, underutilized and underperforming
Audiences
Drastically cut your advertising spend by only targeting those that are likely to purchase or expand your audiences in the most cost-effective way using first-party data and machine learning.
Challenge:
Dixons Carphone needed a robust platform to rapidly experiment its algorithmic audiences to drive personalization and marketing
Audiences
Build first-party Unified Identity Graph across systems and channels to analyze, optimize, and decision. Syntasa’s pre-built processes and automated auditing features significantly reduce operational costs. Activate directly into multiple marketing clouds and demand side platforms, such as Google, Facebook, Adobe, Oracle, Brightroll, Tradedesk, and more.
Challenge:
Adobe Analytics data was very complex and difficult to view at an individual level
Adobe Analytics Adaptor
Unlock the true potential of digital clickstream data by transforming it into intelligent actions, utilizing Adobe adapters.
Producing proven results in weeks, not years
Real Results
3X
Add-to-basket Rate
2X
Product Coverage Rate
12 weeks
From Start to Production
Syntasa plugged natively into Dixons Carphone’s existing technologies and within their Google Cloud Platform (GCP) environment to synthesize behavioral data, so it could be available for analysis right away. To produce personalized recommendations, Syntasa built a Nearest Neighbor model to generate a neighborhood of similar customers, based on browsing behavior and products purchased together by similar customers.
“We wanted to offer bundles to customers that were personalized, based on previous behavior and similar customers. Syntasa was the only tool that could activate in real time on the website to change the experience for the customer, and the linkages they have with the tools we are already using on our website made them really stand out”
Paula Bobbett, Head of Online Performance at Dixons Carphone
Award-winning performance
Dixons Carphone uses an award-winning method of AI to offer personalized recommendations to customers, therefore leading them to get recognized at eCommerce Awards 2019
Mentions in the News
Dixons Carphone online electrical sales more than tripled over eight weeks when its stores were closed against Covid
Dixons Carphone sees sales and profits fall, but digital strategy “is right”
