Omnichannel retailer Currys has introduced new technology upgrades to enhance employee and customer experience in the run-up to Christmas.

The electronics retailer announced it is switching from paper product labelling to digital labelling, known as electronic shelf edge labeling (ESEL) ahead of the festive peak. The move aims to integrate a clearer labelling system, allowing users to scan QR codes and receive faster product information.

ESEL technology will be introduced in 100 UK&I stores by the end of the financial year, with 60 stores having the service installed “pre-peak” to be able to serve customers during the holiday shopping season.

The new technology will be managed by a centralised system that aims to ensure greater accuracy and product availability to further enhance the overall customer service experience.

Currys has also introduced a digital queuing system in all of its 298 stores in the UK and Ireland. With the new service, a number of dedicated ‘Sales Floor Leaders’ wearing a ‘here to help’ hi-vis tag will be on hand to welcome customers and process their orders through ‘store-mode’ tablets.

Customers are now able to speak with a technology expert through a digital line, with the system aiming to better manage wait times until a store colleague can serve them.

Currys said the initiative followed feedback from its employees, who felt that manual printing and paper labelling could represent a barrier during busy shopping periods, such as Christmas.

Additionally, the retailer said that cancelled orders and dwell time for uncollected products in stores have been reduced from 28 days to 10 days, to improve and speed up the processing for customer refunds.

Matthew Speight, Currys director of stores, said that employees were enthusiastic about the roll out of digital ticketing as it is expected to bring benefits to both staff and customers during the retailer’s busiest time of the year.

“I’m looking forward seeing the benefits that digital queuing will bring in terms of improving the customer experience in-store, especially at our busiest periods,” he continued. “Also, we know Order & Collect is a really important proposition to customers over Christmas, so we’re excited to see the improvements come to life here.”

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