Currys, a leading UK technology retailer, needed a way to streamline its local marketing efforts while maintaining brand consistency. ITG delivered a local marketing hub, powered by our Storyteq technology, that balances local relevance with wider brand control.
The challenge
Currys needed a solution that would allow its stores to produce marketing materials quickly and efficiently while ensuring the retail marketing team retained oversight and governance.
Core challenges:
- – Maintaining brand consistency at scale: Currys needed to give stores the freedom to create their own marketing content while ensuring strict adherence to brand guidelines.
- – Reducing time-to-market for local campaigns: Store teams needed to act quickly to respond to promotions and local activity without lengthy reviews and approvals.
- – Managing marketing budgets effectively: An intuitive budgeting tool was required to allow Currys to easily track and optimize local marketing spend.
- – Minimizing content waste: With pre-printed materials often going unused, Currys sought to streamline local marketing efforts while reducing waste and unnecessary expenses.
To address these challenges, ITG needed to create a solution to support Currys’ marketing needs. The outcome was Currys’ dedicated local marketing hub, Winning Locally.
The solution
Winning Locally is a local marketing hub for Currys, powered by Storyteq. It was created to empower Currys’ store teams to run locally focused, footfall-driving activities to enable further growth in market share.
This centralized portal enables stores to create, customize, and print their own marketing materials on demand and within budget, while keeping retail marketing in control of branding and regional managers in control of approvals.
Key features of the local marketing hub:
- – Autonomous content creation
- – Customizable templates
- – Built-in approval workflows
- – Integrated budget management
- – Print-on-demand capabilities
By integrating these features, the Winning Locally Hub has transformed how Currys manages local marketing across its store network.
Results & impact
The implementation of the Winning Locally Hub has led to significant improvements in footfall, market share, efficiency, consistency, and cost-effectiveness.
Key outcomes:
- – Faster content production: Stores can now generate POS materials using on-brand templates quickly without waiting for central approval.
- – Stronger brand consistency: The approval workflows ensure that all marketing materials align with Currys’ brand guidelines.
- – Improved cost management: The dedicated budget tracking tool allows for more strategic spending on local marketing efforts.
- – Reduced content waste: Print-on-demand ensures materials are only produced when needed, cutting down unnecessary printing.
- – Greater local engagement: Store teams feel more empowered to execute marketing strategies and local activities tailored to their customers.
Conclusion
By implementing Winning Locally, Currys has successfully balanced local marketing flexibility with centralized brand governance.
The new system not only enhances efficiency but also empowers stores to deliver targeted, high-impact campaigns without compromising brand integrity.
But don’t just take our word for it — here’s what Currys’ own Angela Dickinson had to say:
“ITG has transformed our approach to local marketing, making us far more agile and effective. The Winning Locally hub empowers our stores with the autonomy to run their own local activity while still ensuring brand consistency.”
Angela Dickinson, Senior Retail Marketing Manager, Currys
Through this collaboration, ITG and Storyteq have elevated Currys’ local marketing strategy, ensuring stores can execute campaigns swiftly, cost-effectively, and with full creative confidence.
Want impactful, relevant local marketing while retaining brand control and consistency? Get in touch through the form below.