Dixons Carphone Group licenses APT’s Test & Learn Software to improve decision making across brands


Applied Predictive Technologies (APT) announced today that Dixons Carphone, the recently merged electrical and telecoms retailer, has signed an agreement to license APT’s Test & Learn software.

Known for its brands Currys, PC World, Carphone Warehouse and Dixons Travel, Dixons Carphone will use APT’s software to improve its data-driven decision-making capabilities across merchandising, pricing, marketing, operations, and capital investments. With this agreement, Dixons Carphone joins other leading companies – including T-Mobile, COX, Lowe’s and Boots – that have chosen APT’s cloud-based software to improve customer experience and profitability.

Over the past few months, Dixons Carphone has been using APT’s software to support its continued transformation, both in stores and online. “This continues to be an exciting time for Dixons Carphone as we grow our business and expand our services for customers,” said Gary Booker, chief marketing officer of Dixons Carphone. “APT allows us to test ideas quickly and accurately, enabling us to continue to innovate and therefore drive value for our customers.”

“Dixons Carphone strives to employ the most robust analytical methods to answer a host of questions brought about by the digital age, questions such as – How do we measure the impact of new cross-channel services? How does a change through our online channels impact shoppers’ decision making in-store?” said Anthony Morris, head of strategy for Dixons. “Understanding the profit impact of every action taken is crucial in a multi-channel environment where small changes might increase or decrease profitability in different parts of the business. Test & Learn allows us to distill the incremental profit impact of new multi-channel strategies amidst the ‘noise’ brought on by volatile metrics and an increasing number of sales channels.”

On the relationship, Rupert Naylor, vice president at APT, said: “We are very excited that Dixons Carphone has chosen APT as partner for testing its upcoming new and innovative business concepts. We look forward to having a partnership with Dixons Carphone.”