Dixons Carphone launches live video shopping for online customers

Dixons Carphone is working on drive through and zero contact stores, as well as livestreaming its sales assistants during the coronavirus pandemic.

The ShopLive service, developed with Go Instore, connects customers with employees at Currys PC World via a video link.

Initially, customers browsing the Currys website will be invited to chat to store staff via a pop-up video link beside a limited range of products such as laptops, TVs, washing machines and fridges. The plan is to expand the service and enable live demonstrations of products, during which customers can ask questions.

Drive through pick-up points are also in the works, and in contactless stores only a small part of an outlet would be open to the public while staff provided products and assistance from behind screens.

These initiatives come as the group, which owns Currys, PC World and Carphone Warehouse, reports a sales decline of just 3% in the five weeks to 25th April, thanks to a surge in trading via its websites and strong trading across its Nordic stores and online operation.

Alex Baldock, Group Chief Executive, says: “Wherever we’ve been open, our sales performance has been strong.”

“In the Nordics, our stores continue to operate to high social distancing and hygiene standards, providing a successful blueprint for how our UK stores can safely reopen as soon as government so decides. And we’re innovating; launching live video shopping for online customers and contactless shopping in-store.”

Go Instore CEO Andre Hordagoda comments: “Retail is the livelihood of so many and it is not just an option to keep commerce going, but a necessity. Although physical retail has paused, online hasn’t and retail needs to adapt. Retail is not dying; it’s getting a new lease of life.”