Strategy Dixons Carphone Logo
Helping tech experts bring their vision and strategy to life.
People & Change
Strategy Dixons Carphone Hero
92 %
were clear on how they’d support the delivery of the vision.
95 %
had a clear understanding of the vision and the strategy.
96 %
were clear on the link between their job and the vision and strategy.
In a nutshell

We helped Dixons Carphone deliver a corporate strategy across their business, asking their workforce to get behind their new vision “We help everyone enjoy amazing technology".

The brief

With a new vision and strategy, Dixons Carphone looked to us for an impactful solution to help 43,000 employees clearly understand the role they play in achieving the strategy – and get fired up to be passionate about delivering for customers.

It was key that the message was simple and resonated with their colleagues and their everyday responsibilities, but aspirational, inspirational and focused on future success.

Strategy Dixons Carphone Work1

Our response and delivery

Our behaviour change model formed the basis of our approach, creating energy around the launch then urging people to take action.

With a bold, iconic design, the vision was everywhere nationwide. We created a launch film as a jumping-off point for the campaign, to pique people’s interest, which was viewed by 8,000 colleagues at events held across the business and was the top trending piece of content on their intranet.

To ensure colleagues understood the role they played in the bigger picture, team conversations took place at all levels, so individuals could attribute their daily activities to the vision. We prompted managers to work out what the vision and strategy really meant for them and their teams.

Strategy Dixons Carphone Work2

The impact

Colleagues are not only aware of the vision but understand how they fit into the bigger picture and how their contribution will help Dixons Carphone deliver against their strategy.

In a post-vision colleague conference, the proof was in the pudding. The stats told us that 95% of employees strongly agreed or agreed they had a clear understanding of the vision and the strategy that sits beneath it.

Strategy Dixons Carphone Work3
“The launch of the vision has been a huge success. Since we shared the film on the intranet, we’ve seen more active users than ever before, with so many heartfelt sentiments posted in response. Colleagues are LOVING the launch collateral designs and we‘re getting constant requests to print extra posters and banners to display across the country.”
Dan Smith, Communications Business Partner: Strategy and Transformation.
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