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Dixons Carphone connects with BT to boost shopping experience

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BT has announced that it will provide electrical giant Dixons Carphone with a new IT network to  help the retailer boost the in-store shopping experience for customers, while reducing operating costs.  The network, which is to be delivered as part of a five-year contract, will carry all of the retailer’s voice and data traffic supporting its 1,200 stores, offices, data centres, contact centres and supply chain operations nationwide. 

Dixons Carphone was formed in August 2014 following the merger of Dixons Retail and Carphone Warehouse.  It is now working with BT to develop its digital workforce by creating a single IT infrastructure and deliver significant synergies.

As part of the new contract, BT will deploy Wi-Fi in Dixons Carphone stores. This will allow customers to try out internet-enabled products before they buy, such as tablets, PCs, smart phones and smart TVs.

The Wi-fi will also provide connectivity for Dixons Carphone’s Pinpoint assisted selling tool. Developed by the retailer, Pinpoint is a mobile device used by colleagues in-store to take customers through the sales process, providing access to product information, pricing, availability and customer credit checks. 5,000 Pinpoint devices have been rolled out to date, making it a key component of Dixons Carphone’s strategy to create a digital workforce.

To ensure employees enjoy fast and reliable access to information and applications on their Pinpoint devices, BT is also deploying its application performance management service in the Dixons Carphone network.  This will give data going to and from Pinpoint priority over other network traffic, helping employees get the information they need quickly so they can assist customers without delay.

“Innovations such as our Pinpoint assisted selling tool have had a staggering effect on customer experience and business performance by shortening the sales cycle,” said Andrew Harrison, Deputy Group CEO, Dixons Carphone. “But these innovations wouldn’t be possible without a high-bandwidth, secure and ubiquitous IT infrastructure in our stores and offices. The converged network and Wi-fi connectivity that BT will deliver will help our colleagues gain fast and secure access to the information they need, when they need it.”

Emer Timmons, President, strategic deals and customer engagement, BT Global Services, added: “Successful retailers are increasingly looking to technology to help them deliver customer experiences that create loyalty for their brands. With its new BT network, Dixons Carphone will be better able to orchestrate knowledge and expertise from across its full business and combine it with the skills of its people to create great customer experiences.”

Published on Wednesday 29 July by Veebs Sabharwal
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