Currys claims it’s efficiently partaking youthful prospects, after investing extra in its social technique over the previous yr.
The electronics retailer’s current social media and promoting technique has earned it loads of plaudits, famous CEO Alex Baldock in the course of the firm’s full-year outcomes right this moment (3 July), particularly with youthful prospects.
“Extra importantly… it’s constructing our model power versus the competitors,” Baldock stated, including that model choice, the fairness measure that Currys tracks “most carefully”, is as much as 26% in the newest monetary yr, versus 21% three years in the past.
Currys claims it’s efficiently partaking youthful prospects, after investing extra in its social technique over the previous yr.
The electronics retailer’s current social media and promoting technique has earned it loads of plaudits, famous CEO Alex Baldock in the course of the firm’s full-year outcomes right this moment (3 July), particularly with youthful prospects.
“Extra importantly… it’s constructing our model power versus the competitors,” Baldock stated, including that model choice, the fairness measure that Currys tracks “most carefully”, is as much as 26% in the newest monetary yr, versus 21% three years in the past.
This determine relies on a model choice survey of over 6,000 prospects who have been requested which retailer they would favor to purchase it from in the event that they have been shopping for a brand new family electrical merchandise.
In addition to rising model choice, Currys said additionally it is seeing elevated consciousness and a higher return on its promoting funding.
“The advertising is getting traction, not simply within the social channels, however in conventional ones as effectively,” Baldock stated; nonetheless, he added that it was on social media the place Currys was seeing its most vital progress trajectory.
The CEO claimed success from its advertising staff’s social technique, citing the variety of likes it has been getting on TikTok. Its lifetime “like” depend on the channel is 8.3 million, 4 instances greater than its rivals Argos, AO and John Lewis & Companions mixed, he stated.
The advertising is getting traction, not simply in within the social channels, however in conventional ones as effectively.
Alex Baldock, Currys
“A brand new technology of consumers is discovering Currys, due to good social campaigns which have delivered industry-leading ranges of engagement,” he claimed right this moment.
Currys has gone after youthful prospects on TikTok, tapping into humour traits and deploying “absurd” concepts to seize consideration.
“Our advertising staff is on a great monitor, there’s quite a bit additional to go, however we like the place we’re headed thus far,” Baldock stated.
Whereas Currys itself studies bettering model metrics during the last monetary yr, which ended 3 Could 2025, figures from YouGov BrandIndex counsel a extra blended image for the model. In keeping with the platform’s figures, Currys didn’t handle to considerably enhance its index rating (which acts as an general indication of name well being) in its 2025 monetary yr.
Certainly, in line with YouGov, Currys’ index rating really declined barely from 23.9 within the yr ended 2 Could 2024, to 23.5 within the yr ended 3 Could 2025. It additionally noticed a decline in consideration throughout the identical interval, from 35.4 to 32.5 in the newest monetary yr.
In keeping with YouGov, Currys noticed its advert consciousness, which implies the proportion of consumers who’ve seen an advert from the model, enhance in its most up-to-date monetary yr, to 21.2% from 20.3% within the earlier yr.
Constructing advertising spend with confidence
Currys stepped up its funding in advertising in its most up-to-date monetary yr, following a few years the place spend has been pared again. This discount in spend was as a result of the enterprise was “extraordinarily targeted on revenue”, Baldock stated.
“The place there have been promotions or campaigns that weren’t producing earnings, we walked away from them,” he stated.
That means of scaling again advertising spend has higher positioned Currys to now rebuild its advertising combine, with a a lot better understanding of the actions that drive revenue, he stated.
“It’s allowed us to construct again our advertising spend with confidence, understanding that each pound we spend is driving additional to the underside line,” he said.
General, Currys loved a powerful monetary yr in 2024/25, rising its revenue earlier than tax 37% to £162m. It additionally grew income by 6% within the UK and Eire, to £5.29bn.
Regardless of sturdy progress in its most up-to-date monetary yr, Currys nonetheless sees itself as having loads of whitespace wherein to proceed rising. Particularly, whereas its common market share throughout its classes is a big 23.5%, it sees loads of alternatives in its extra nascent classes like well being and sweetness know-how.
“It is a important alternative in all of those underweight classes, the place we to get to our general market share of 23.5%, that might be a rise in UK revenues of fifty%, so there’s quite a bit to go for there,” Baldock stated.
