To drive consideration towards Carphone Warehouse as a preferred tech retailer by reaching consumers at the early stages of the purchase cycle.
Future leveraged its market-leading position, best-in-class digital and video content creators and it’s audience of tech-savvy audience of influencers to help Carphone join the conversation in the consideration phase prior to upgrading. A bespoke survey of around 2000 consumers was conducted pre and post campaign to monitor changes in consideration rate.
Future developed a Smart Choice content hub within TechRadar as a destination for in-depth information including rapid answers to consumer questions on new handsets, plus integrated video content in partnership with Carphone Warehouse. By providing consumers with engaging and helpful information at the key points in the purchase cycle, we were able to secure the retailer preferences of the visitors, therefore maximising the commercial potential.
Unique Users on the Smart Choice hub
29% visited Carphone Warehouse online, 18% visited a Carphone Warehouse store and 8% purchased / upgraded their phone
Of those who went on to purchase at Carphone Warehouse, 93% said the content on Smart Choice was useful in helping them make a decision
Serious consideration was up 14% for those intending to purchase a smartphone in the next 6 months; with a 26% increase among those intending to purchase a new handset in the next 6 months
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