Currys launches first customer loyalty scheme to help everyone enjoy amazing technology, for life

Currys, the UK’s largest omnichannel technology retailer, has today launched its first customer loyalty scheme to support customer retention, engagement and connection and drive longer, more meaningful relationships with tech lovers for life.

Currys Perks was developed for customers by customers. Research was undertaken to curate a loyalty club that shoppers would most value and want to be a part of. The three main benefits are:

Member discounts: Relevant and interesting offers and deals, exclusive to members   

Monthly surprises: From new tech giveaways to a ‘win your basket’ and much more 

Partner benefits: additional perks from some of the biggest brands – starting with free three-month Apple TV subscription

Sign up for Currys Perks goes live today and will simply replace the existing marketing consent opt-in. Over 9 million customers already on the Currys database will be auto enrolled into the scheme and the collected data and insight will allow the programme to offer personalised content all year round, making it relevant and timeless.

Also, there is no purchase necessary to join the scheme, anyone can sign up at any one of the 314 Currys stores across the UK & Ireland or online at .

Currys Perks launches in line with the Currys rebrand. Formed from Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone the new Currys brand features a bold new look and is committed to making it even easier for everyone to enjoy amazing technology. Becoming one brand means customers can turn to Currys for all their tech needs, interacting with Currys colleagues in stores, online, over the phone and on the doorstep.

Mark Allsop, chief operating officer at Currys plc, says: “Currys Perks is the first step in creating a game-changing loyalty programme and building more valuable relationships with our customers – this is what they look for in a world-class omnichannel retailer.

“Currently more than a third of our revenue comes from customers who have signed up to our existing direct marketing platforms, the creation of Currys Perks presents us with a huge opportunity to grow our database in a meaningful way and create customers for life.

“It is also a great way to mark the move to one brand today. Currys has been the best-known and most trusted brand in tech since it was founded in 1884 by Henry Curry. We have spent decades building relationships with our customers and Currys Perks is another step towards creating meaningful customer relationships for life.  

The Currys Customer Loyalty team has been able to mirror and learn from the success of the Elkjøp Customer Club in the Nordics, the brand owned by parent business Currys plc.  Launched in 2017 in Sweden and rolled out to other Nordic countries in 2019, the club boasted 5.4m members at the end of 2020, having added an impressive 2.2m customers last year alone. This is the equivalent to over 40% of Nordic households.