Dixons Carphone deputy CEO Andrew Harrison, speaking at the Mobile World Congress in Barcelona has said that this year will be a tipping point for the retailer as it sees the volume of consumers interacting with the brand via mobile top 42%. Currently 50% of people use their smartphone in-store, largly to check prices with other retailers.Harrison said that as it is important to embrace change and understand how if affects the business model. As Dixons Carphone moves into the internet of things space, He said that he is focused on understanding the context of where the consumer interacts with the brand which has split into three areas; at home, on the go, and in-store.Dixons Carphone are re-thinking the approach to customer service, earlier this year launching LiveChat to improve on the call center experience for customers. Harrison said "we"ve created the biggest digital workforce in the UK because we"ve given everyone [employees] a tablet in store that gives real-time information and instantaneous price checker.
Dixons Carphone deputy CEO Andrew Harrison, speaking at the Mobile World Congress in Barcelona has said that this year will be a tipping point for the retailer as it sees the volume of consumers interacting with the brand via mobile top 50%. Currently 42% of people use their smartphone in-store, largly to check prices with other retailers.Harrison said that as it is important to embrace change and understand how if affects the business model. As Dixons Carphone moves into the internet of things space, He said that he is focused on understanding the context of where the consumer interacts with the brand which has split into three areas; at home, on the go, and in-store.Dixons Carphone are re-thinking the approach to customer service, earlier this year launching LiveChat to improve on the call center experience for customers. Harrison said "we"ve created the biggest digital workforce in the UK because we"ve given everyone [employees] a tablet in store that gives real-time information and instantaneous price checker.