Currys is partnering with Salesforce to support its omnichannel transformation strategy.

The Customer Relationship Management (CRM) giant said that the tie-up would enable the tech retailer to drive forward digital transformation and offer customers a more personalised experience across channels.

The retailer launched its omnichannel, digital-first strategy after finding that 60 per cent of its customers prefer to shop across multiple channels.

The retailer serves over 8.5 million customers a week on average, with 80 per cent of households having shopped with Currys.

The strategy involved building upon its legacy infrastructure of over 300 brick-and-mortar stores in the UK and Ireland, alongside its growing online
business, to create three core pillars for Currys’ omnichannel strategy.

These pillars, which Salesforce said it is supporting, are focused on being easy to shop with and connecting the customer journey, building customers for life, and creating capable and committed colleagues.

As part of the partnership, Currys has integrated Salesforce’s CRM across marketing, sales, commerce, and service functions, to build a single, 360-degree shared view of every customer.

Salesforce said that several key products have powered the digital transformation, including Mulesoft, which brought together the Salesforce platform with Currys’ legacy infrastructure and enabled its digital transformation to accelerate.

Currys’ new e-commerce website is now run on Salesforce Commerce Cloud meanwhile Service Cloud has enabled Currys colleagues to interact with customers in more seamless omnichannel experiences and grow the service business.

Andy Gamble, chief information officer at Currys, said: “Our omnichannel transformation makes it easier for customers to shop and gives every customer the benefit of both our online and in-store experiences. The Salesforce platform drives improved personalization.

"This enables our customers to choose, afford and enjoy technology, wherever and whenever they choose to shop. This has enabled us to lead technology retail in the U.K,"" he added.

Rob Garf, vice president & general manager for Retail at Salesforce said:“Today, every business must infuse digital across the entire physical and virtual shopping journey.”

“Currys is a great example of an iconic brand that is building on the strengths of its retail stores and its online business to deliver seamless and personalized experiences in our increasingly omnichannel world.”

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