UK electricals retailer Currys has partnered with digital marketing company Jellyfish to improve the ways in which shoppers locate its technology products across online channels.
Jellyfish has been tasked with increasing Currys’ visibility in both conventional search engines and newer AI-led search environments.
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The work is intended to produce more precise and relevant results for users searching for devices and related services through a variety of online tools.
Currys digital director Chris Holyland stated: “We know that customers are searching in more ways than ever before. We want to be there, showing up and being visible across all search platforms, whether that be the large language models like ChatGPT, Claude and Perplexity, or the well-established search engines like Google and Bing. Making it super easy to find the right tech for customers is our key focus at Currys.”
Jellyfish will initially carry out a review of Currys’ current search effectiveness using its share of the Model tool, which tracks how prominently a brand appears across search engines and AI-based search platforms.
Following this assessment, Jellyfish plans to roll out a generative engine optimisation (GEO) programme.
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By GlobalDataThe initiative is focused on improving how Currys’ products surface within AI-powered search tools, while also supporting traditional search engine optimisation activity.
The agreement also involves deploying Jellyfish’s One Search strategy, which brings together paid search advertising and unpaid (organic) search listings into a single approach.
It will be accompanied by digital PR initiatives to further raise Currys’ online profile.
Jellyfish UK managing director Nick Fettiplace added: “We’re entering a new era of search, defined by new features, surfaces, platforms and customer experiences. It’s an era where LLMs are our newest audiences, and where the next shopper on a website could be an agent, not a person.”
