The rethink, which is being led by Phones4u owner and billionaire John Caudwell, will see the retailer return to a price-led focus on the high street and throughout its promotional activity.
This could put its current ad campaign, created by WCRS, under threat.
It is believed the work is not thought to be sufficiently value-focused as it doesn't make any obvious price references.
Former marketing director Paul Hamburger, who left this autumn after reports that he had been suspended, had assembled a team of top marketers to lead the customer service drive (Marketing, 25 March). At the start of this month, three of the five members of the team left the retailer amid reports of a clash over strategy.
A Phones4u spokesman denied a strategy rethink was under way.