
16 Currys plc Annual Report & Accounts 2021/22
Our Group online sales are +31% larger
than two-years ago but as expected
did decline (29)% in the year with store
sales rising +24% (UK&I +61%) year on
year as customers returned to our 830
own and franchise stores. It is evidence
of customers rediscovering the attraction
to the store shopping experience that
we saw such strong recovery in sales. Our
stores are on average lease lengths of
less than five years and almost all are
contribution positive. In the UK & Ireland
we negotiated leases on 40 stores in the
year, with an average rent reduction of
41%, we also closed 5 stores where long
term economics did not meet our targets.
More than ever, we’re focused on three
big customer benefits enabled by our
omnichannel strategy: we’re “never out
of stock”, customers can get hold of their
tech when they want it, and customers
can always access expert face-to-face
advice.
• First, for our customers in-store, we’re
“never out of stock”. Our ‘Order Online
In-Store’ sales, where our in-store
colleagues sell customers products
from the online range, are +118% higher
than two years ago in the UK.
• Second, customers can get hold of
their technology right now through our
Order & Collect service. In the UK order
& collect grew +18%, with one-fifth of
online orders collected in our stores.
Over half these were for same day
collection, showing that customers
value the immediacy that we can
deliver. In the Nordics, 39% of online
sales were through Order & Collect, with
total sales through this channel growing
+49% compared to two years ago.
• Third, customers can now always get the
expert face-to-face advice they value,
not just in store, but anywhere, 24/7,
through ShopLive video shopping.
Since stores opened, we continue
to see higher customer satisfaction,
stronger conversion, and larger average
order values than unassisted online.
We created a stronger partnership with
GXO this year, simplifying our UK logistics
operations by partnering with them for
both warehouse and transport logistics –
this gives us a faster logistics operation,
with more integrated data and reporting
as well as GXO’s expertise in this field.
Looking forward, we have approved
investment into warehousing and the
next year will see us move into new
warehouse space in the UK and break
ground on a new distribution centre in
Jönköping, Sweden.
Customers For Life
As the leading technology retailer in
all our markets, with the ability to serve
customers across both channels, we have
a significant opportunity to increase our
share of customers’ tech spend.
This starts by using data to fuel CRM and
personalisation. Our Nordic customer club
members grew +26% YoY to 6.8m members.
We continue to see strong loyalty from
these customers as they shop 72% more
frequently than non-club members
delivering +58% higher revenue and +76%
higher gross profit. In total, identified club
members represented 46% of Nordics
revenue, up +13ppts year-on-year. There is
plenty of opportunity to keep growing our
club members and our new omnichannel
platform has helped us identify more
transactions. We have set up a new
team to start monetising the data we are
collecting. In the UK, Perks, our upgraded
and rebranded CRM tool, was launched
in the year, which has helped us grow our
UK customer base to 11.1m, +16% year-
on-year and during the year we added
SMS marketing and have 3m permissions
already. Our new website will allow us
to link Perks to identifiable individual
customers, creating opportunities for
enhanced personalisation.
We are uniquely positioned to help
customers enjoy technology for life –
no other retailer or service provider can
help customers choose, afford and enjoy
technology as we can.
Responsible credit helps customers
afford the tech they need when they
need it. UK credit customers increased
+22% to 1.7m, and credit sales were +21%
higher, driven by growth from both new
and existing customers. The adoption rate
of credit climbed +2.5%pts to 13.3% with
online adoption nearly matching that of
stores. Credit is now making a meaningful
contribution to profits and we’re confident
that we will reach our 16% targeted
adoption rate by 2023/24, particularly
as we have seen adoption rate of over
18% in recent weeks.
In Nordics the credit adoption rate
climbed to 9.5% (2020/21: 8.3%) of sales
while Greece continues to lead credit
adoption with over 25% of sales on credit.
We all love new technology and want
to feel good about buying a new piece
of kit. But we also know that electronic
waste is the world’s fastest growing waste
stream and is expected to grow to nearly
75 million tonnes by 2030. At Currys, we
intend to be as famous for helping give
customers’ tech longer life as we are for
helping them choose new tech. Longer life
through protection, repair, trade-in and
recycling is more important now than ever,
when customers are facing into spending
headwinds.
We help customers protect products from
day one. Across the Group there were 13m
protection plans active at the end of the
year. We sell these because customers
want the peace of mind of protection,
and we are able to offer plans at better
value than competitors as we run our
own repair practices. We can also do
standalone repair and our repair centre
and in-home teams fixed 1.7m pieces
of tech last year. If customers want to
replace existing tech, we offer trade-in
as a bridge between old and new tech.
During the year, our UK business trade-in
volumes grew +90%. This is a small area of
the business that we intend to focus more
of our efforts on. At the end of life we can
collect products for recycling, and over
100,000 tonnes of WEEE was collected
during the year.
Finally, connectivity is important for
helping customers get the most out of
tech and driving lifetime relationships.
Our UK & Ireland mobile category has
been through a significant transformation
over the last three years. We have ended
legacy volume contracts and closed our
standalone Carphone Warehouse stores
in UK & Ireland. We offer a wide range of
handsets and connectivity through our
agreement with Vodafone and on our
own MVNO, ID Mobile, which is backed by
Three. Our mobile category is now a lot
smaller than it was, but it is profitable and
all material restructuring costs are behind
us. In January we launched our new
credit-based mobile offer. Unfortunately,
this didn’t hit the mark with consumers and
fell below the hurdle rates we required
Chief executive’s statement continued