Currys enlists Jellyfish to upgrade website search visibility across traditional and AI platforms

Currys is partnering with digital marketing specialist, Jellyfish, as the electrical and technology retailer looks to make finding the right tech online easier for its customers.

The tie up will focus on upgrading Currys’ website search visibility across traditional and emerging AI powered platforms. Jellyfish will start by reviewing its current search performance, using its Share of Model tool, which looks at how visible ‘Currys’ is across search engines and emerging AI platforms.

It will then will launch a generative engine optimisation (GEO) programme. Jellyfish will also roll out its ‘One Search’ approach, which combines paid ads and organic listings. This will be supported by digital PR to further boost visibility.

“We know that customers are searching in more ways than ever before. We want to be there, showing up and being visible across all search platforms, whether that be the large language models like ChatGPT, Claude and Perplexity, or the well established search engines like Google and Bing. Making it super easy to find the right tech for customers is our key focus at Currys,” says Chris Holyland, Digital Director at Currys.

“That’s why we’re partnering with Jellyfish, to deliver stronger visibility wherever our customers choose to search and shop. It’s all part of our bid to embrace the changing landscape of generative engine optimisation and agentic commerce, and ultimately help everyone enjoy amazing technology. I’m excited to see the benefits our partnership will bring to our customers and Currys.”

“We’re entering a new era of search; defined by new features, surfaces, platforms, and customer experiences. It’s an era where LLMs are our newest audiences, and where the next shopper on a website could be an agent, not a person,” says Nick Fettiplace, Managing Director at Jellyfish UK.

“As Currys looks to lead in this evolving landscape, it has been inspiring to hear their ambitions for Search; ambitions that Jellyfish is perfectly positioned to accelerate. We’re excited to get the partnership underway, and feel incredibly privileged to be working with one of the UK's most loved retailers on such an exciting brief.”

“We’re all buzzing to be partnering with Currys in SEO and GEO, as discovery continues to broaden beyond traditional search platforms, and the most connected brands will lead. Currys’ ambition is evident not only in their iconic status across UK and Irish retail, but also in channels like social, where they’ve set the benchmark for an audience first content strategy,” says Robert Philbin, Head of Earned Media at Jellyfish UK.

“We can’t wait to be part of that team - a team helping to define what retail search looks like in the AI era and the years ahead. And yes, true to Jellyfish form, we’re kicking off right in the thick of peak season, which means momentum from day one and acceleration into the new year.”

RTIH AI in Retail Awards

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