Customer Plan

Customer plan

Being customer focused means that everything we do is about making life easier for our customers. As a result we have built the Customer Plan which is the basis of everything we do and underpins our Renewal & Transformation plan making the business better, easier and cheaper.

View our video on the Customer Plan

Click on the diagram below to discover how our Customer Plan works.

Customer plan
Customer Plan
They're interested in working out what's right for me
It's an exciting place to be
It's easy to shop
I can get what I want when I want it
The prices are good
They make things work and keep them working
They deal with queries and complaints brilliantly

The Customer Plan

The Customer Plan involves improving the whole shopping trip for customers, whether that be in our exciting new stores, better ranges at great value, untangling the shopping trip for customers, helping them get their products up and working and keeping them working as technology gets more and more embedded into daily lives.


Customers love our focus on providing the best solutions for them. Our solutions are now even more focused for both consumer and small business customers through the introduction of tool kits and Customer Relationship Management (CRM) technology. With these key developments, we have greater visibility of all of our customers; we know who they are, where and when they shop with us. This enables meaningful, joined up conversations and relevant products and services regardless of how we interact with them, whether in-store, on the doorstep or over the phone.

Key transformation milestones


  • 2013: Rolled-out ‘Our Experts Love’ product range across imaging, vision, laundry and computing categories.

  • 2013: Launched ‘Imaging Customer Journeys in 517 stores, supported by 6,000 hours of colleague training.
  • 2013: Launched ‘Laundry Customer Journeys’ in 320 stores and trained over 1,100 colleagues.
  • 2011: Introduced the store ‘Customer Champion’ role so customers always have an engaging shopping trip.
  • 2011: Launched ‘Right People, Right Place, Right Time’, helping align store colleague schedules with customers.
  • 2011: Rolled out Knowhow behaviours across the UK, training 17,883 colleagues.
  • 2010: 3,463 colleagues have attended Core Product workshops.


Our newest stores inspire and excite everyone who visits. Customers come to us to touch, feel and play. Our latest store transformations encourage customers to do just that. Taking the best bits of our newest store formats and the parts customers enjoy the most,  we plan to refresh a further 49 stores this year.

This year we will also trial a ‘store of the future’, that boasts mobile devices for on-the-go transactions, in-conversation exploration of our online ranges, digital ticketing, touch payment technology and agile merchandising and fixtures that allows for easily to change store layouts required to react to the needs of our customers.

Key transformation milestones
  • 2013: Transformed 98 stores, including our first ‘Black’ style Megastore in Solihull, a new look Travel store in Heathrow and an 11,000 sq.ft technology department in Harrods, London and new ‘Gaming Bunker’ in Tottenham Court Road.
  • 2013: launched our first ever Dixons Travel store in Brussels.
  • 2013: Rolled out fibre optic broadband in 138 stores enabling seamless demonstrations for every customer.
  • 2013: Rolled out 53 Apple, 47 Google and 52 Samsung supplier areas creating a real buzz for the customer in store.
  • 2012: Collected three Retailer Interior awards for ‘Black’ Birmingham including ‘Overall Winner’. 
  • 2011: Transformed 102 stores including 79  Megastores and 2-in-1 formats generating  average gross profit uplifts of 20%. 


We're becoming a seamless multi-channel retailer making it simpler for customers to find, choose and pay for the products and services they want, on the go. 

This year we will introduce customer journeys in cooking, refrigeration, printing and computing to help guide and inform the customer at every decision point  Our websites will reflect the changes to the journey so the online and in store experience is seamless.

Key transformation milestones

  • 2013: Developed mobile websites that adapt to screen sizes.
  • 2013: Launched online buyers’ guides incorporating colleague videos.
  • 2013: Launched Pay as You Go Whatever Happens service.
  • 2013: Introduced a Reserve & Collect proposition for our Ireland customers.
  • 2012: Rolled out Marketplace baskets in 568 stores making it easier for customers to find product add-ons and bundles.
  • 2011: Improved our ‘Reserve and Collect’ process increasing sales by 34%.


Unrivalled choice delivered at the customer’s convenience. Customers can buy from a range of over 16,000 products whilst in any store using our 'Online in store' service plus through our 'Pay & Collect' and 'Reserve & Collect' services customers now have a wider choice of options to collect from store.
Last year, our Knowhow Home Services offer carried out over nine million deliveries! This year we are focusing on frequency and flexibility of store replenishment to improve our stock availability, helping to serve customers even better.
Key transformation milestones
  • 2013: Launched ‘Online in Store’ with over 50,000 customers choosing to buy from our extended product range.
  • 2013: Rolled out B2B operations in 130 Currys Superstores increasing sales by £6m.
  • 2013: Completed over 100,000 orders through our new ‘Pay and Collect’ service for small boxed products.
  • 2013: Rolled out laptop cabinets in 278 stores saving 160,000 minutes of customer waiting time.
  • 2011: Relaunched our own label brands including PC World, Currys Essentials, Logil. Advent, Sanstrom and Goji.
  • 2010: Introduced marketing leading next day and three hour timed delivery windows.


We have exclusive brands that can match every customer's budget. We check over 30,000 product prices every single day to offer a product 'Price Promise'. This ensures we're consistently on the money and always offer great value for customers.

Our range of own label brands, including: Essentials, Logik, Advent, Sandstrøm, iWant it or Goji products also cover a range of budgets.  This year to keep interest of our own products high, we will be unveiling further celebrity collaborations that take the credibility of our brands to the next level and inspire a new, younger generation of shoppers.

Key transformation milestones
  • 2013: Reduced our Club and Premier Whatever Happens Care Plan prices offering better value for customers.
  • 2013: Launched an exclusive range of Goji headphones in collaboration with Tinchy Stryder.
  • 2012:  Reduced the number of pricing etickets to 500 per store, per week saving colleague time.
  • 2011: Increased the number of prices we track to 300,000 per week improving our price position for customers.
  • 2011: Launched the products for life proposition ‘Infinity’ allowing customers to update their technology every two years.


Our Knowhow business is growing from strength to strength.  From Showhow 1-2-1 tutorials on Google, Windows 8 and Apple products, to Knowhow Experience Days on products such as digital SLR cameras, to the introduction of our white goods repair service 'Fault & fix' - which will benefit all customers (even those that bought elsewhere), we have it covered. What’s more is that we have expanded the Fault and Fix service to other categories including tablets and cameras.

This year, we will be growing the Knowhow brand across Dixons Travel with a range of 'Flight Ready' products and services, developed B2B solutions such as Business Cloud and launched a remote anti-theft service for computing to keep precious memories and data safe. 

Key transformation milestones

  • 2013: Recruited 80 engineers for a new white goods repair service completing over 2,5000 per week.
  • 2013: Provided over 17,000 customers with a 30-minute Windows 8 Showhow 1-2-1 tutorial.
  • 2013: Rolled out a ‘Fault and Fix’ repair service for computing, TVs and games consoles.
  • 2013: Introduced a ‘Flight Ready’ pre-setup product service for tablets and camera in Dixons Travel.
  • 2013: Set up in-store diagnostics tool for computing repairs to improve turnaround time and first time fixes.
  • 2012: Introduced a new range of Knowhow services in all stores delivering +38% sales increase YoY.
  • 2012: Completed 217 Knowhow store refits in 12-weeks limiting the disruption for customers.
  • 2012:  Reduced overall repair turnaround time for laptops and TVs from 10 days to 7 days.
  • 2012:  Completed third party delivery trials using Knowhow services.
  • 2011: Launched the new services proposition Knowhow bringing together the home delivery network, distribuition, contact centre and repair operations 
  • 2010: Built Europe’s largest repair lab in Newark.


We will say ‘Yes’ more often and keep customers smiling by complete a review of our customer policies. We will also give our store colleagues better visibility so they can see where a customer’s product is in the repair journey and what was fixed upon its return. This will reduce the number of calls into the contact centre and help us manage our customers’ expectations better.

Strong partnerships with suppliers are important. We will continue to work closely with our suppliers to improve the way in which we handle customer returns for online orders so that customers have an excellent experience wherever they choose to buy from us.

We will continue to improve our internal communications. We’ve brought our IS service desk in-house so that we are better equipped to help ourselves deal with customer queries. 

Key transformation milestones
  • 2013: Set up a dedicated white goods repair team, handling over 21,000 calls in the first three months.
  • 2012: Launched Knowhow Contact Centre sales training with Fives to ensure great solutions for every customer. 
  • 2012: Launched the automated Knowhow booking system for stores to reduce customer wait time.
  • 2012: Introduced delivery Tract and Trace on our Knowhow website giving customers less need to call us. 

Central Europe


+420 8103 96753
+420 5333 34879

Southern Europe