British electrical goods retailer Currys has partnered with video commerce provider Bambuser to enhance the shopping experience for its customers. 

The partnership comes in response to the growth of e-commerce and changing consumer behaviour. 

Currys will deploy Bambuser’s virtual consultation solution to leverage the capabilities of shoppable video calls that enable customers to interact with product experts, ask questions and make informed purchasing decisions. 

This optimises the customer experience while strengthening the retailer’s position in the consumer electronics retail industry. 

Currys Group CIO Andy Gamble said: "We are excited to embark on this journey with Bambuser. Video commerce presents a unique opportunity for us to engage with our customers more meaningfully and showcase our products to buyers one-on-one in a personalised and interactive way. We believe that this partnership will enable us to create enhanced shopping experiences that drive customer loyalty." 

The partners are committed to going beyond traditional e-commerce and enabling consumers to purchase seamlessly. 

Currys operates online and through a network of 727 stores in six countries.  

Bambuser Europe, the Middle East and Africa president Louise Blomqvist said: "Following our successful partnership with Elkjøp in the Nordic region, we are thrilled to welcome Currys to the Bambuser community and expand our partnership with the Currys group. We look forward to delivering memorable shopping experiences that exceed expectations and drive business growth."  

In March 2023, Currys entered a partnership with WelcoMe, a disability inclusion customer service solutions provider to enhance the shopping experience for customers with disabilities.