How Currys powers effective customer engagement with SMS

Customer Story
Currys is the UK’s leading electrical and telecommunications retailer. Find out how they engage customers with Sinch SMS.
currys hero


Challenge: Reaching subscribers with targeted SMS campaigns

Solution: Sinch SMS for reliable, timely message delivery 

Results: Better reach and impact with more meaningful, relevant interactions 


monthly SMS volume


messages sent in the peak/holiday season


uptime of SMS messages sent







United Kingdom

Founded by Henry Curry in 1884 as a bicycle-building business, Currys is now a leading omnichannel retailer of technology products and services, operating online and with 815 stores in eight countries.

Currys’ vision is to help everyone enjoy amazing technology. In 2020, they chose Sinch SMS to power this ambition and bring their customers closer with meaningful, timely SMS messaging.

With a monthly sending volume of 300,000-500,000 SMS messages, reaching up to 3,000,000 messages during peak times like Black Friday, Currys uses Sinch SMS to help provide great experiences to its customers across the globe.

Challenge: Limitations in sending targeted campaigns  

IIn 2018, Currys went through a period of transformation. They migrated to Adobe Campaign Classic  so that they could have better messaging capabilities and elevate their customer engagement strategies. 

Adobe helped them target different audiences, so Currys looked for an SMS provider that would help them further enhance customer engagement. 

Currys - in text image

Solution: Purposeful, effective SMS campaigns   

With about 20% of Currys’ entire marketable base being contactable via SMS, they needed a partner that could really deliver.

“We went out to several SMS partners who have worked in the technology stack that we’d invested in,” explains Rory Nicholson, Senior Campaign Manager at Currys. “We decided to go with the provider with the best support solution, the most practical array of add-ons, and balanced against cost. Sinch was the most compelling combination of all these three factors.”

Currys implemented Sinch’s SMS service without a hitch, experiencing a trouble-free, efficient integration. In Nicholson’s own words, it was “one of the easiest parts [of the partnership],” with a dedicated support team on-hand.

Soon, the retailer was using Sinch SMS to send targeted, helpful communications to their subscriber base.

Results: Secure interactions, better reach, and maximum impact 

Today, Currys leverages Sinch SMS for various event-driven campaigns to boost re-engagement across its mobile programs. With Sinch’s SMS solution, Currys sends relevant, secure, and GDPR-compliant communication with a 99.9% uptime and a 97.5% delivery rate. This has improved its reach and impact across its customer base.

Another benefit? Customers seem to like and respond to SMS – sometimes more than email.  

“The kind of opt-out rates that we see on SMS are incredibly low, suggesting that the messages we send are well-received. We also see a high online last-click conversion rate when we are doing SMS, particularly to the audiences that don't have email permissions or aren't engaging with email,” says Nicholson. 

With secure interactions, improved reach, and impactful results, Currys continues to fulfill its vision of helping everyone enjoy amazing technology through timely SMS messaging and meaningful customer engagement. 

Find out more about Sinch SMS solutions here

Without SMS functionality, there would have been an untapped audience within our base both from a value perspective and from a support perspective. It wouldn't be possible to engage with those customers in any way, shape, or form without the service that [Sinch] provides.
Rory Nicholson
Senior Campaign Manager, Currys