Case Study: Dixons Carphone achieves 17% conversion uplift and 500% faster time-to-market with Adobe Target

Dixons Carphone Stays a Step Ahead by Bringing its High-Touch, Personalized In-Store Shopping Experience Online using Adobe Experience Cloud

Dixons Carphone, a leading UK consumer electronics retailer, needed to bring its high-touch, in-store VIP experience online by improving website agility, returning content ownership to merchandisers, and delivering personalized customer journeys. To do this it partnered with Adobe Target as part of Adobe Experience Cloud — using Adobe Experience Manager for content, Adobe Analytics for real-time insights, and Adobe Target for personalization and testing.

Using Adobe Experience Cloud (notably Adobe Experience Manager, Adobe Analytics and Adobe Target), Dixons Carphone built reusable components, empowered merchandisers to create campaigns quickly, and ran rapid tests and targeted offers. The Adobe Target–enabled approach delivered measurable impact: 500% faster time to market for campaigns, 10x faster content changes, 17% higher conversion from targeted offers, and 400 hours of developer time saved in six months (plus a further 7% lift from Search&Promote).

Dixons Carphone

Harry Sohal

Product Owner, Adobe Experience Manager, Carphone Warehouse