21/09/11
By Karen Moss
BestBuy Europe has rolled out multi-channel customer promotions technology to its Phone House stores in Spain, France and the Netherlands after a UK trial saw profits on accessories increase in its Carphone Warehouse stores.
The consumer electronics retailer is working with multi-channel expert IVIS Group to implement its Sonetto technology. Sonetto hosts a pricing and promotions management platform, which gives BestBuy Europe central capability to control customer promotions across all channels. The profit increase stems from offers such as ‘buy two get one free’ on mobile phone and computer accessories.
“Because of the central system capability, we’re now able to run the same offers across Europe rather than being limited to country-wide promotions,” said Luke Evans, Head of Programmes at BestBuy Europe. “Our store staff find it easier to push promotions - allowing us to provide more to our customers while seeing a business benefit.”
Later this year, BestBuy Europe intends to roll IVIS Group’s technology out to three other territories - Germany, Sweden and Portugal. The retailer has 2,500 stores across the continent.
“It’s given us the ability to offer a wide range of promotions which we couldn’t technically execute before,” Evans added. “We expect to realise a return on our investment with IVIS Group within a year.”
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