Delivering digital transformation in brick-and-mortar retail
"With MuleSoft, we've got slightly more than a 10X improvement in productivity. That's a massive win in a digital world that's changing constantly.” - Simon Post, Group CIO

improvement in productivity

36% increase

in sales conversion


faster development cycles

Interview: Dixons Carphone CIO, Simon Post

Dixons Carphone is Europe’s leading specialist electrical and telecommunications retailer and services company with 2,300+ locations in nine countries. In a retail environment increasingly dominated by pure play e-commerce vendors, Dixons Carphone sought to differentiate itself through its in-store experience.

To support in-store colleagues, Dixons developed honeyBee, a platform to build, deliver and manage digital customer journeys. HoneyBee gives customers a best-in-class digital guided sales experience whilst providing those on the shop floor with a transformational operations platform. MuleSoft powers the honeyBee platform and provides real-time connectivity at global scale. "The honeyBee platform as powered by MuleSoft allows to have a completely new customer journey in our stores which has both interaction between the customer and the colleague with a tablet, giving consistency of journey to the customer," says Simon Post, Group CIO of Dixons Carphone.

The honeyBee platform and this new customer journey has resulted in a 36% increase in in-store sales conversions. "It's worked so well for us that we've now actually begun a software business, and we're selling this on to multiple customers," says Post. By leveraging MuleSoft’s API-led connectivity approach, Dixons Carphone has delivered what would have been a 12 month project, in just 3 months. As Post says, "That's a massive win in a digital world that's changing constantly."

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Company Facts

London, UK


  • Differentiate in-store customer experience to compete against e-commerce vendors
  • Drive consistent sales execution and achieve deeper insight into sales and colleague performance
  • Optimize customer buying journey and remove friction due to manual processes


  • Developed honeyBee, a digital platform to help sales associates deliver a best-in-class guided sales journey
  • Leverage the honeyBee platform to apply real-time insight to improve in-store operations and in-flight promotions, whilst providing in-store colleagues with live coaching to improve their performance
  • Selected MuleSoft’s Anypoint Platform to power seamless integration across multiple underlying systems