Currys
We have helped DSGi with the strategic turnaround of the Currys out of town and Currys Digital high street brands. These businesses were facing a number of challenges, including increased competition, especially from supermarkets and online retailers. As part of DSGi’s ‘Winning New Revenues’ strategy, we were appointed to refresh the brand’s identity, store communications and design new store formats for both the Currys Digital and Currys businesses.
A number of sites were identified to trial the new branding and store format and, following successful prototype stores in late 2008, the brand and store concepts are being rolled out. The total effect fulfils the brief, with an exciting new feel to the brand, its communication and store interiors. Initial customer reaction has been very positive, and trial sites are trading 25% above the chain.
Project testimonial
“…results of our new format show our plans are working.”
