Case Study: Dixons Carphone achieves 8%→11% online order conversion uplift with dotdigital SMS automation

Assisting Dixons Carphone Group to boost online purchase conversion rates via strategic SMS notifications

Dixons Carphone, Europe’s leading electrical and telecoms retailer, faced a problem where online purchases sometimes completed at checkout but failed to process as orders. Email follow-ups were increasingly ineffective and the business relied on costly outsourced call teams; the goals were to increase successful order processing, cut outbound call activity and costs, speed up transaction resolution, and improve customer experience while creating upsell opportunities.

The solution implemented an automated hourly SMS alert system integrated with the e-commerce platform (file upload via SFTP, automated data/timestamp checks, mobile formatting and campaign deployment) to prompt customers to resolve order issues quickly. Results included an online conversion uplift from 8% to 11%, reduced external call-centre costs, improved first-call conversion, faster customer responses (from 4 days to 2.5 days) and positive customer feedback.

Dixons Carphone