Currys (formerly Dixons Carphone) is a leading technology products and services retailer, operating through 931 stores and 16 websites in eight countries. The company wanted to optimise its UK marketing processes, with the ultimate goal of delivering a more unified, cost-effective and efficient omnichannel digital management system.

Partnering with digital agency Team ITG, Currys undertook a rigorous discovery phase consisting of internal interviews and systems analysis, to understand the legacy marketing operations’ key challenges and opportunities. These insights led to the development of a single, joined-up digital management system, Sphere, which created cohesion and efficiency across departments.

Sphere’s automated price ticketing and dynamic marketing campaign templates also replaced manual systems and increased accuracy and speed to market for the company, while reducing campaign resource hours and paper wastage. As a result of this project, Currys has saved over 6,425 resource hours and 20.03% of projected spend on its content studio and marketing teams.

Objectives & aims

Team ITG was tasked with:

  • Delivering best-in-class campaign management services
  • Identifying efficiency opportunities
  • Improving accuracy of marketing campaigns to deliver savings for Currys.

Implementation, execution & tactics

The project began with a discovery phase which included 155 internal stakeholder interviews, 1,850 hours of consultancy and 1,600 hours of current marketing systems analysis. The robustness of the process meant that Currys could establish accurate business requirements, the scope of work and a phased roadmap for the transition to the new system.

This led to the creation of a new, digital management system called Sphere, which replaced three incumbent suppliers and five legacy tech solutions. Sphere joined together Currys’ marketing processes, teams and systems in a single location, creating cohesion across departments, driving efficiencies and, crucially, priming the business for future omnichannel campaigns.

Sphere’s key attributes and benefits are:

  • Campaign planning: allowing Currys’ Retail Marketing teams to brief, manage and approve artwork and production campaigns in a single, shared place. This included automated allocations for POS materials based on store data and planograms detailing the placement of products in store, which were uploaded onto the system for each market.
  • Data-fed price ticketing: combined the store planogram, pricing and product data to automatically generate pricing tickets on a daily basis for each individual store. The tickets were ready to print and tessellated to improve efficiency and reduce paper waste. This migration from the legacy, manual price ticketing system was a key factor in increasing efficiency for high-volume products such as mobile handsets and packages.
  • Dynamic templates: 15 dynamic templates replaced the legacy, manual artwork used by commercial and marketing teams to create promotional in-store assets. These assets were then served to individual stores via Sphere, with the subsequent time savings freeing up marketing teams to focus more on business strategy.

The marketing team’s digital transformation was underpinned by extensive change management, including proof of concept workshops, piloting, communications planning and training to ensure all users were onboarded and engaged with the system.


The implementation of Sphere resulted in over 6,425 hours saved for Currys’ marketing teams through the use of new dynamic templates and the automation of manual processes, which delivered a saving of 20.03% projected spend for the business.

In addition, 98.5% of all in-store print assets were generated via dynamic templating as opposed to manual production, leading to improved accuracy and efficiency, alongside a reduction in paper printing of 45%.