Dixons Carphone logo

Leveraging Personalized Recommendations

Dixons Carphone leverages behavioral data with award-winning use of AI to improve customer experience

Customer Overview

Dixons Carphone plc is a leading multinational consumer electrical and mobile retailer and services company located in nine European countries, whose primary brands today include Currys PC World and Carphone Warehouse. They are the market leader in the UK and Ireland, throughout the Nordics, and in Greece. With their range of services and support, they make it easy for our customers to discover, choose, and enjoy the right technology, throughout the life of the product. Their eCommerce team identified the need to provide an intuitive product suggestion journey on their websites, with a vision to offer bundles that were personalized in real-time to drive incremental sales and margin to the business. The goal was to increase bundle attach rates and increase sales through personalized recommendations.

Our Solutions for different Challenges

Increasing conversion rates for bundles and basket attachments

Personalized Recommendations

Gain the flexibility to apply ML, value, and bespoke merchandising models for product recommendations, without the constraints of marketing tech stacks.

Saas DMP solutions were expensive to maintain, underutilized and underperforming


Drastically cut your advertising spend by only targeting those that are likely to purchase or expand your audiences in the most cost-effective way using first-party data and machine learning.

Dixons Carphone needed a robust platform to rapidly experiment its algorithmic audiences to drive personalization and marketing


Build first-party Unified Identity Graph across systems and channels to analyze, optimize, and decision. Syntasa’s pre-built processes and automated auditing features significantly reduce operational costs. Activate directly into multiple marketing clouds and demand side platforms, such as Google, Facebook, Adobe, Oracle, Brightroll, Tradedesk, and more.

Adobe Analytics data was very complex and difficult to view at an individual level

Adobe Analytics Adaptor

Unlock the true potential of digital clickstream data by transforming it into intelligent actions, utilizing Adobe adapters.

Producing proven results in weeks, not years

Dixons Carphone wins Best use of AI in e Commerce | Setting up personalized recommendations and bundling in the matter of months. Using Custom Recommenders, Visitor recommendations, automatic data refresh, and real-time updates.

Real Results


Add-to-basket Rate


Product Coverage Rate

12 weeks

From Start to Production

Syntasa plugged natively into Dixons Carphone’s existing technologies and within their Google Cloud Platform (GCP) environment to synthesize behavioral data, so it could be available for analysis right away. To produce personalized recommendations, Syntasa built a Nearest Neighbor model to generate a neighborhood of similar customers, based on browsing behavior and products purchased together by similar customers.

“We wanted to offer bundles to customers that were personalized, based on previous behavior and similar customers. Syntasa was the only tool that could activate in real time on the website to change the experience for the customer, and the linkages they have with the tools we are already using on our website made them really stand out”

Paula Bobbett, Head of Online Performance at Dixons Carphone

Best use of AI in eCommerce award in personalized recommendations and product bundles

Award-winning performance

Dixons Carphone uses an award-winning method of AI to offer personalized recommendations to customers, therefore leading them to get recognized at eCommerce Awards 2019

Mentions in the News

Internet Retailing Article - Dixons Carphone online sales more than tripled during COVID
Dixons Carphone online electrical sales more than tripled over eight weeks when its stores were closed against Covid
Internet Retailing article-Dixons Carphone sees sales and profits fall, but digital strategy "is right"
Dixons Carphone sees sales and profits fall, but digital strategy “is right”

Article from retail gazette- Dixons Carphone: Sales shifted online
Dixons Carphone: Sales shifted online won’t return to shops, CEO warns