Currys recognised an opportunity to extend retail media beyond the bottom of the funnel, testing a full-funnel approach to engage tech enthusiasts before and during product launches.
This campaign marked two media firsts for Tech Hunters:
Currys targeted high-end TV shoppers who had browsed the TV manufacturer’s (or competitor) products but had not yet purchased.
By leveraging Currys’ first-party data and Epsilon’s COREid, the campaign consistently optimised for both online and in-store sales, ensuring messaging remained relevant throughout the shopper journey.
The campaign swiftly demonstrated the effectiveness of a full-funnel approach. When Display, OLV, and CTV were combined, conversions rose 46% compared with Display alone, highlighting the value of multi-channel engagement.
With nearly 7 store visits per 1,000 impressions, the campaign’s success encouraged Currys to scale the full-funnel approach to additional product categories.
It reinforced Tech Hunters as a next-generation retail media solution, blending brand awareness with measurable purchase outcomes, and proving the ability of person-first targeting to deliver tangible results both online and in-store.
The campaign earned the Best Use of Retail Media award at the Digiday Awards Europe for its innovative approach, seamlessly blending audience targeting with measurable sales impact.
