# How Currys uses Movable Ink

**167%**: “167% lift in CRM revenue”

As published on [movableink.com](https://movableink.com/case-studies/how-currys-used-their-crm-as-a-top-revenue-driver). 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

## What the story says

Currys' CRM team uses Movable Ink together with Phrasee to replace manual work on siloed data with personalised, automated email content. It uses this to run its CRM program as a revenue driver.

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

> With the powerful Movable Ink and Phrasee partnership, Currys went from early mornings manually slogging through siloed data to personalised, automated content that resulted in:

- **7.5 MM**: “• 7.5 MM growth in subscriber base”
- **125%**: “• 125% increase in productivity”
- **25%**: “all while cost to serve shrank by 25%.”

> 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 167% 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 · How we check: https://www.usedby.ai/methodology