Dixons Carphone

Unites Business and IT for a Blowout Black Friday

Key Benefits

Successful Black Friday

Connected IT and Business

Business and IT Insights


Dixons needed to ensure the performance of its website on Black Friday, when the volume of visitors was expected to increase by an order of magnitude. It also wanted full visibility into the customer experience and sought a solution that would deliver both goals.


An inability to correlate the infrastructure with the customer journey meant the detection and resolution of issues could potentially take hours or days

Existing infrastructure metrics showed systems health but not the quality of the customer experience

The team had less than two months to roll out a new application performance management solution to ensure prompt issue resolution and gain the desired insight into the customer experience


Deployed 1,500 AppDynamics agents across 39 first-tier applications over two weeks

Established performance baselines and identified bottlenecks

Established command centers where observers could track both technology issues and the customer experience

Developed Business iQ dashboards for business leaders that revealed customer behavior in real-time


Achieved record-high sales on Black Friday

Responded to one billion database queries

Business leaders were able to track new customers, customer sales, product searches, and more as they happened

The technology team had the visibility it needed to quickly resolve performance issues

About Dixons Carphone

Dixons Carphone is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 42,000 people in eleven countries. Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and Knowhow.

Dixons Carphone was voted “Retailer of the Year’ at the Retail Week Awards 2016.

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