Mobile Industry Awards
Mobile Industry Awards

2015 Fashtech Award: Dixons Carphone


2015 Fashtech Award: Dixons Carphone

This award rewards the company that has shown the most initiative and innovation in developing the wearable technology market. These businesses have all worked closely with partners on groundbreaking deals that push the category forward.  

Dixons Carphone was the first mobile retailer to really push smart tech in its stores, rolling out Smart Tech zones in more than 200 Carphone and Currys/PC World shops in time for Christmas 2014. The Dixons Carphone Smart Tech zones offered products across four categories – fitness, watches, gadgets, and smart home. The zones were given key locations in all 200 stores, placed at the front and centre of the stores with staff primed to help customers understand the smart tech for sale. The results were impressive, with the retailer selling significantly more fitness bands over the festive period compared with the previous year.