A leading provider of mobile technology on the high street,
Phones 4u has a network of over 700 stores in the UK including 160 “store-in-stores”.
The company differentiates itself in the market by being
able to offer customers the latest devices across different networks, as well
as additional gifts such as tablets, gaming and cash to customers on certain
contract deals. Digital transformation is at the heart of Phones 4u’s growth
strategy. To enhance the customer view and overall customer experience, Phones
4u needed to look at business processes and how they could be optimised via a
new digital platform that would link and tie in subsystems from around the
company, network and manufacturer partners.
Portaltech Reply and hybris worked closely with Phones 4u to
build their digital platform, based on the hybris Commerce Suite, to become the
hub that links many systems and allowing processes to be automated. This
enables great efficiencies for both the telesales team, that sell the device
and tariff combinations, as well as the customer service team. The new web and
mobile channels were built with a brand new interface which took a different approach
to responding to the way customers search and browse for handsets and price
plans. The new digital platform has not only permitted better efficiency and
ease of use but transformed how the customer will engage with Phones 4u.
Thanks to a more user-friendly interface on the web, sites Visit Duration and
Average Page Views per Visitor have seen material increases. Portaltech Reply
was chosen because it was the only company that had an entire team of
specialists covering all the required skills and experience needed to meet the
timescales required. In just seven months the first build of the website on the
new platform was completed.
“The customer is at the heart of our digital transformation
plans,” commented Damone Quigley, IT Director, at Phones 4u. “This platform has
not only allowed us to enhance the online experience but also empowers our
people to deliver a truly exceptional experience. The digital platform
developed by Portaltech Reply and hybris now binds customer touchpoints
together, providing a single view of the customer and the options available to
them. As a result, our business is more agile and now set up to easily add new
and extended services to customers and new partnerships to be created quickly.”
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