# How Currys uses Movable Ink

**37%**: “37% lift in revenue per send”

As published on [movableink.com](https://movableink.com/case-studies/currys-case-study). Captured by usedby on 2026-10-08.

- Company: [Currys](https://www.usedby.ai/companies/currys.md)
- Tool: [Movable Ink](https://www.usedby.ai/tools/movable-ink.md)
- Teams: CRM, Loyalty, Personalization

## What the story says

Currys uses Movable Ink Da Vinci to have AI select which email creative each recipient receives, replacing marketer-selected batch sends and the traditional campaign calendar. It also uses Movable Ink Studio to maintain personalized product grids and keeps creatives in circulation by reusing them with targeting rules.

Summary written by usedby from the source page, in English. The figures are those of Movable Ink and Currys, not ours.

> Da Vinci prevented subscriber fatigue by nearly halving the recipient list, yet they saw stronger results across clicks, click-to-conversion rates, and revenue per send.

- **49%**: “49% lift in clickthrough rate”
- **30%**: “30% lift in conversions”

> We set out to work smarter and faster, to drive significant commercial growth and meaningful customer engagement, and create a better customer experience by delivering the right content to the right customers at the right time.
>
> Krissy Williams, Head of CRM, Loyalty & Personalization, Currys

## What usedby checked

We compared the story with its live page on 2026-10-08.

- Checked: the figure 37% is printed word for word on the page, near the name of Currys.
- Checked: the passage quoted above is copied word for word from the page, near the name of Currys.
- Checked: Currys uses Movable Ink. Confirmed line. Latest check across sources: 2026-10-08.
- Not checked: the result itself. We quote it; we did not measure it.

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Source: https://www.usedby.ai/case-studies/currys-movable-ink-2 · How we check: https://www.usedby.ai/methodology