Currys to unite web and stores

Fulfilling web sales through stores is a big challenge for Currys

Electrical retailer Currys is aiming to improve links between its online and store sales operations in advance of a web site relaunch this summer.

Head of direct trading Tim Brennan told delegates at the Retail Solutions conference in London last week that running separate sales channels is a challenge.

More than 60 per cent of Currys overall sales involve a visit to the company’s web site.

But there are issues related to web sales ­ such as availability of items on the web being greater than in-store ­ which the group is trying to address ahead of the web site relaunch.

“We are trying to offer a seamless proposition across all channels,” said Brennan.

About 85 per cent of Currys customers reserve items online to collect them in store, and that shopping arrangement is almost twice the size of the firm’s pure web activity. So the technology behind that process will need to be improved to reflect customers’ needs, said Brennan.

Currys has recently implemented a central merchant platform to replace a range of legacy systems, and will aim to roll out its new stock file management software in the next 18 months.

Currys owner DSG International last week reported a 30 per cent fall in annual profits, although group internet sales exceeded £1bn for the first time.