Currys claims it is successfully engaging younger customers, after investing more in its social strategy over the past year.
The electronics retailer’s recent social media and advertising strategy has earned it plenty of plaudits, noted CEO Alex Baldock during the company’s full-year results today (3 July), in particular with younger customers.
“More importantly… it’s building our brand strength versus the competition,” Baldock said, adding that brand preference, the equity measure that Currys tracks “most closely”, is up to 26% in the most recent financial year, versus 21% three years ago.
Currys claims it is successfully engaging younger customers, after investing more in its social strategy over the past year.
The electronics retailer’s recent social media and advertising strategy has earned it plenty of plaudits, noted CEO Alex Baldock during the company’s full-year results today (3 July), in particular with younger customers.
“More importantly… it’s building our brand strength versus the competition,” Baldock said, adding that brand preference, the equity measure that Currys tracks “most closely”, is up to 26% in the most recent financial year, versus 21% three years ago.
This figure is based on a brand preference survey of over 6,000 customers who were asked which retailer they would prefer to buy it from if they were buying a new household electrical item.
As well as growing brand preference, Currys stated it is also seeing increased awareness and a greater return on its advertising investment.
“The marketing is getting traction, not just in the social channels, but in traditional ones as well,” Baldock said; however, he added that it was on social media where Currys was seeing its most significant growth trajectory.
The CEO claimed success from its marketing team’s social strategy, citing the number of likes it has been getting on TikTok. Its lifetime “like” count on the channel is 8.3 million, four times more than its competitors Argos, AO and John Lewis & Partners combined, he said.
The marketing is getting traction, not just in in the social channels, but in traditional ones as well.
Alex Baldock, Currys
“A new generation of customers is discovering Currys, thanks to brilliant social campaigns which have delivered industry-leading levels of engagement,” he claimed today.
Currys has gone after younger customers on TikTok, tapping into humour trends and deploying “absurd” ideas to grab attention.
“Our marketing team is on a good track, there’s a lot further to go, but we like where we’re headed so far,” Baldock said.
While Currys itself reports improving brand metrics over the last financial year, which ended 3 May 2025, figures from YouGov BrandIndex suggest a more mixed picture for the brand. According to the platform’s figures, Currys did not manage to substantially improve its index score (which acts as an overall indication of brand health) in its 2025 financial year.
Indeed, according to YouGov, Currys’ index score actually declined slightly from 23.9 in the year ended 2 May 2024, to 23.5 in the year ended 3 May 2025. It also saw a decline in consideration across the same period, from 35.4 to 32.5 in the most recent financial year.
According to YouGov, Currys saw its ad awareness, which means the percentage of customers who have seen an ad from the brand, increase in its most recent financial year, to 21.2% from 20.3% in the previous year.
Building marketing spend with confidence
Currys stepped up its investment in marketing in its most recent financial year, following a couple of years where spend has been pared back. This reduction in spend was because the business was “extremely focused on profit”, Baldock said.
“Where there were promotions or campaigns that weren’t generating profits, we walked away from them,” he said.
That process of scaling back marketing spend has better positioned Currys to now rebuild its marketing mix, with a much better understanding of the activities that drive profit, he said.
“It’s allowed us to build back our marketing spend with confidence, knowing that every pound we spend is driving extra to the bottom line,” he stated.
Overall, Currys enjoyed a strong financial year in 2024/25, growing its profit before tax 37% to £162m. It also grew revenue by 6% in the UK and Ireland, to £5.29bn.
Despite strong growth in its most recent financial year, Currys still sees itself as having plenty of whitespace in which to continue growing. In particular, while its average market share across its categories is a significant 23.5%, it sees plenty of opportunities in its more nascent categories like health and beauty technology.
“This is a significant opportunity in all of these underweight categories, where we to get to our overall market share of 23.5%, that would be an increase in UK revenues of 50%, so there’s quite a lot to go for there,” Baldock said.
