Currys combine transactional marketing with real-time optimisation

Currys, one of the UK’s leading retailers, wanted to elevate its Black Tag Event with deeper customer insight and more personalised email campaigns.

The goal was to increase relevance and performance at scale, driving stronger engagement and revenue across its customer base.

The challenge:

Currys wanted to elevate its Black Tag Event with deeper customer insight and more personalized, performing email campaigns.

The solution:

By combining a large-scale segmentation study with Jacquard’s AI-generated language and Moveable Ink’s dynamic creative, Currys delivered personalized, data-driven messages across customer segments – boosting email frequency and relevance throughout the event.

Impact

The campaign achieved 42% uplift in opens, 93% uplift in clicks, and 102% increase in revenue. Optimizing abandoned-cart messages with Jacquard later added £2.5M in annual revenue.

“It’s been amazing to truly combine transactional marketing with real-time optimisation by integrating with Jacquard. It really shows the value of AI-powered event based messaging.”

David Pallant
Senior CRM personalization manager, Currys