Dixons Carphone posts flat Christmas sales as mobile hits top line

The retailer’s sales were flat in like-for-like terms during the 10 weeks to January 4. Total sales dropped 2% on a reported currency basis.

Sales of electricals advanced 2% on a like-for-like basis across the group and were up by the same percentage in its core UK and Ireland market.

Dixons Carphone said electricals sales rose 3% on a like-for-like basis in its international markets, including a 6% uplift in Greece.

However, that progress was offset by a slump in mobile phone sales, which fell 9% in like-for-like terms in the UK and Ireland.

Dixons Carphone said there was “broad based growth” in TVs, gaming, smart tech and small domestic appliances across the crucial 10-week period.

The retailer said it made market share gains during peak, helped by a 7% increase in online sales, despite the wider electricals market shrinking 3%.

The retailer also hailed progress with its strategic initiatives. The number of online orders picked up in store rocketed 140%, while click and collect also increased 22% in the Nordics.

It registered “increased adoption” of its set-up and protection services and said it remained “on track” to launch a new mobile phone proposition later this year.

Dixons Carphone boss Alex Baldock said: “We’ve had a good peak in a weak UK market and we’re on track to deliver what we promised for this year, and with our longer-term transformation.

“Peak saw us continue to invest in our strategic initiatives with encouraging results. Credit and services adoption rates increased, online sales grew strongly and our newly remodelled stores performed well.

“Coupled with our unambiguous ‘You won’t get it cheaper. Full stop’ price promise, alongside better availability and delivery, this led to big improvements in customer satisfaction and strong market share gains in electricals.”