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Meet the Marketer: Carphone Warehouse

Meet the Marketer: Carphone Warehouse


We caught up with Craig Mitchell, Affiliate Manager at Carphone Warehouse, for 7 Questions in 7 Minutes.
With over 2,400 stores across Europe, Carphone Warehouse are an absolute beast in the mobile phone retailing world and a must visit if you’re thinking it might be time to update that Nokia 3210 (yep, we know you love Snake, but it’s time to move on…).
We wanted to find out more about the brains behind their affiliate marketing and so grabbed a quick coffee with Craig, who also works with Mobiles.co.uk, e2save and OneStopPhoneShop, to find out more…


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Q Lets start at the beginning, what drew you to Dixons Carphone?

I was drawn to a big brand with a lot of experience behind them. I was fresh out of university when I signed up so it was great to find a position in a cool tech-based market.

Q Wow, pretty awesome place to start your career! What’s your favorite thing about your job?

The diversity of the role! Affiliate marketing is my bread and butter but I’m looking after the majority of our display activity too. I’m also given the freedom to chip in on other channels too which is great experience and is building my profile in this industry.

Q You guys have some amazing products – our office is split between much 50/50 between Apple and Android – do you have any favourites?

I’m a big fan of the Apple Watch. Any device that can look that stylish while still serving its purpose is always going to be a hit with me. Wearable tech is just so cool right now!


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Q It’s already on my Christmas list! What made you want to start your email remarketing programme?

Nobody, no matter how small or large wants any leakage from their website. We recognized that we needed to make improvements and SaleCycle were there to offer a great solution.

Q Why thank you! Has the success of the programme surprised you?

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I’d done the math. I knew it would be successful, I just thought it would take longer to see the benefits. Our marketing team is very happy that we’re seeing more customers return to us, especially without having to incentivize them, which would erode our margins.
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Q Great to hear – It’s all about the products! What are the key elements that make the campaign so successful?

I think it’s the constant testing. You’re never going to get it right 100% of the time, but you can do your best to plug as many gaps as possible. Test, test and test again!


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Q And finally… do you have anything exciting planned for the holidays?

My wife and I are having our first baby in August. I’m not sure if I can think of anything happening this year that will be better than that!


Ahh, congratulations and good luck, exciting times ahead – Thank for your time Craig!
Thinking of jumping on the Smart Watch bandwagon? Carphone Warehouse already offer 12 models


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