Case Study: Dixons Carphone achieves record-breaking CRM results with Phrasee

How Dixons Carphone used advanced tech to ignite its CRM strategy

Dixons Carphone, the UK’s largest electronics retailer, was looking to redefine its CRM strategy as part of a broader digital transformation and shift toward a more customer-centric omnichannel experience. To kick-start that effort, it turned to Phrasee’s Brand Language Optimization, alongside other martech tools, to help improve email performance and support faster, more effective campaign execution.

Phrasee used AI to optimize subject lines and marketing language across Dixons Carphone’s email campaigns, including the Black Tag Event, while enabling stronger reach and engagement at scale. The impact was significant: the retailer saw a 10% lift in open rates, 25% higher click-through rates, 21% higher conversion rates, and, in the Black Tag Event campaign, a 93% uplift in click rate, 42% uplift in open rate, 102% increase in campaign revenue, and 29:1 total campaign ROI.

Dixons Carphone

Saul Lopes

Head of CRM