Slogan Doctor: Currys: 'we can help'

The electronics retailer promises guidance to its customers from the outset.

by John Morrish
Last Updated: 31 Aug 2010

What do people most need when they're buying electrical and electronic equipment? Guidance, advice, reassurance: help, in short. Currys' slogan, devised with M&C Saatchi and launched in August, promises just that. It's as plain as can be, but makes its point. Accompanied by a big advertising campaign, including TV, print and billboards, it's intended to move Currys away from price-led advertising and position the chain as a provider of services. The ads stress the areas beyond simple product advice where 'we' (those nice, friendly Currys people) can help: recycling; delivery in agreed time-slots; installation; and a hand to get your goods to your car. Although it doesn't say so, the slogan differentiates Currys from internet retailers, which will always win on price but whose assistance at the point of sale is non-existent. Currys is retraining its sales staff to ensure they know what they are selling, and redesigning its stores to make them more 'interactive'. 'We can help' is a mission statement as much as a slogan, committing the firm to putting its customers first. Now, Currys has to make those customers believe it.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

When should you step down as CEO?

Bob Iger's departure poses an unpopular question for bosses.

The death and resurrection of the premium customer

Top-end service is no longer at the discretion of the management.

What HS2 can teach you about project failure

And how you can prevent projects going astray.

35 Women Under 35 2020: Nominations open

Management Today's 35 Women Under 35 showcases the country's rising stars in business. Here's how...

Practical steps for breaking silos

Briefing: Adam Williams, former CEO of influencer marketing agency Takumi, shares what he has learned...

The Power 50: Proof that you can be a part-time CEO

Just a few years ago, executives were reluctant to admit they worked part-time for fear...