Dixons Carphone Group Licenses APT’s Test & Learn Software

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Dixons Carphone Group has agreed to license APT's Test & Learn software to improve its data-driven decision-making capabilities across merchandising, pricing, marketing, operations, and capital investments.

Applied Predictive Technologies (APT) announced today that Dixons Carphone, the recently merged electrical and telecoms retailer, has signed an agreement to license APT’s Test & Learn software. Known for their brands Currys, PC World, Carphone Warehouse and Dixons Travel, Dixons Carphone will use APT’s software to improve its data-driven decision-making capabilities across merchandising, pricing, marketing, operations and capital investments. With this agreement, Dixons Carphone joins other leading companies – including T-Mobile, COX, Lowe’s and Boots – that have chosen APT’s cloud-based software to improve customer experience and profitability.

Over the past few months, Dixons Carphone has been using APT’s software to support its continued transformation, both in stores and online. “This continues to be an exciting time for Dixons Carphone as we grow our business and expand our services for customers,” said Gary Booker, Chief Marketing Officer of Dixons Carphone. “APT allows us to test ideas quickly and accurately, enabling us to continue to innovate and therefore drive value for our customers.”

“Dixons Carphone strives to employ the most robust analytical methods to answer a host of questions brought about by the digital age, questions such as – How do we measure the impact of new cross-channel services? How does a change through our online channels impact shoppers’ decision making in-store?” commented Anthony Morris, Head of Strategy for Dixons. “Understanding the profit impact of every action taken is crucial in a multi-channel environment where small changes might increase or decrease profitability in different parts of the business. Test & Learn allows us to distill the incremental profit impact of new multi-channel strategies amidst the ‘noise’ brought on by volatile metrics and an increasing number of sales channels.”

On the relationship, Rupert Naylor, Vice President at APT, commented, “We are very excited that Dixons Carphone has chosen APT as partner for testing its upcoming new and innovative business concepts. We look forward to having a partnership with Dixons Carphone.”

About Dixons Carphone

Dixons Carphone plc is Europe's leading specialist electrical and telecommunications retailer and services company, employing over 40,000 people in 14 countries.

Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, supported by expert after-sales services from the Geek Squad and Knowhow. Business-to-business services are provided through Connected World Services, PC World Business and Carphone Warehouse Business.

Dixons Carphone’s primary brands include Carphone Warehouse, Currys and PC World in the UK and Ireland. Customers shop with Elkjøp, El Giganten, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of European airports and Phone House in Germany, the Netherlands, Portugal, Spain and Sweden. Our key service brands include Knowhow in the UK, Ireland and the Nordics, alongside Geek Squad across the UK, Ireland and various other European markets.

For more information about Dixons Carphone plc, please visit http://www.dixonscarphonegroup.com.

About APT

APT is the world’s largest purely cloud-based predictive analytics software company. APT’s Test & Learn software is revolutionizing the way Global 2000 companies harness their Big Data to accurately measure the profit impact of pricing, marketing, merchandising, operations and capital initiatives, tailoring investments in these areas to maximize ROI. APT’s client portfolio features the world’s best known brands, including Walmart, Boots, ASDA, Argos, Lowe’s, Starbucks, Victoria’s Secret, Hilton Hotels and others. APT has offices in London, Washington, D.C., San Francisco, Bentonville, Taipei and Tokyo. Visit http://www.predictivetechnologies.com to learn more.

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Cathy Baker
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