argos digital marketing strategy

Although the primary focus is on the digital medium, paper catalogues will not be fully withdrawn. On 24th October 2012 Argos came up with their strategic or business review findings and announced that their aim is to reinvent Argos as a ‘Digitally-led’ business. US Election Bulletin: Get weekly polling data on who's set to win. Achieving its goals by 2018 seems unrealistic since the competition is only getting tougher and unless they are aggressively competitive on price they may not be able to attract new customers. Nick Bubb also says that with regard to the profitability of Argos the plan is ambitious, and questions whether the plan is achievable. *You can also browse our support articles here >.

It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. The real threats that Argos faces are structural and competitive. Argos is planning to increase a proportion of their overall sales by introducing more luxury branded products which would attract premium shoppers towards them. We use cookies to improve your experience and give you personalized content. If you’re an existing customer and you want to know more, your account manager will be happy to help. For such a big retailer, with over 123 million store customers per year, that’s potentially a pretty huge chunk of social data. You can change this and find out more here, © 2020 Copyright and Database Rights owned by Ascential Events (Europe) Limited. With Brandwatch Analytics, Argos were able to implement Rules to categorize the data by store, sentiment and using a feature released last year – Brandwatch Demographics – by gender, profession and location. He concludes that even though Argos Strategic Plan is advantageous with respect to multichannel approach and development of efficient delivery networks, it faces an uphill task to be at the same level as other retailing giants. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. This article outlines the digital strategy UK high-street retailer Argos - a unique catalogue proposition - took to leverage its physical presence to become an omnichannel shopping destination. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. As per the recent strategic review, Argos aims to focus more on web and mobile mediums of business by transforming printed catalogues to its digital equivalent. We still believe Argos will be forced into a restructuring programme reducing the number of stores, which could impact the company’s currently strong balance sheet and support provided by its sum of the parts valuations.” – says Seymour Pierce analyst Freddie George. “Using social insights, we can understand which stores are performing well for customers and identify areas for improvement.” James Finch – Customer and Digital Insight Manager, Argos. To begin with their existing strategy had flaws in the way they did business. This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store. The strategic plan also reveals their intentions to alter delivery options and provide their customers with more flexible choices such as click & collect, next day delivery and same day delivery services the latter two being already offered by their key competitor, Amazon (same day service recently introduced in United States and yet to be trialled in United Kingdom). Overall though we are not yet convinced this solves the structural and competitive threats Argos faces.”- says Caroline Gulliver, Esperito Santo analyst.

In doing so and increasing investment/develop new products a clear path is being laid towards growth of the business. We’ve made some exciting changes since your last visit, bringing you: By continuing to use the site, you agree to the use of cookies. To summarise the Argos Strategic Plan although beneficial in comparison to its current strategy, cannot be sustained in the long run as the changes have been planned to be phased in over a 5 year period which is too long and unless pricing strategies are not carefully planned Argos may end up with a continued decline in sales. In addition some of the supermarket groups have already established an online platform which stocks household retail product lines similar to that of Argos with rewarding loyalty programmes. Argos embarked upon the ambitious project of opening 53 new digital stores. The strategy involves focusing Argos on digital channels, providing faster availability of wider product ranges, supplementing its existing customer base by … This particular lay out was a significant disadvantage to potential customers. Typically in an Argos store products are not usually on display with the exception of jewellery, watches and some discounted toys/ sale items. Vowles was tasked to lead a digital transformation, and he pushed for an omni-channel experience for his customers: in-store, online, and mobile access with a budget of $144 million (£100 million) annually to develop Argos’ customer proposition, marketing strategy and execution. Argos is owned by Home Retail Group and is one of the biggest household retailers in Britain. Having focused a lot of their attention on the digital world, Argos realised there was a way their two worlds – digital and in-store – could work more harmoniously and in an innovative way to transform their consumers’ experience when shopping in their stores. Study for free with our range of university lectures! There was an 18% decline in catalogue use and 21% increase in online visits over the past two years. All Rights Reserved.

He points out about the growth of Amazon which made catalogue businesses vanish in many countries all around the world. This electronic file is for the personal use of authorised users based at the subscribing company's office location. Download the case study in full to find out exactly how Argos used Brandwatch Analytics to monitor the public’s perception to their new store concept. use of cookies This change was bound to draw a mixed reaction, a reaction Argos wanted to keep on top of.

No plagiarism, guaranteed! In February 2012 the board recruited John Walden who had previously worked with US Retail giants like Best Buy and Sears to run the Argos retail business. Company number: 03898053 | VAT number: 754 750 710. They are also having a clear direction to achieve all these by 2018 with a plan of investing £100 million each year for consecutive 3 years from 2013. From May 8th, all Crimson Hexagon products are now on the Brandwatch website.

Marketing In addition to the above there are plans to shut about 75 stores across the UK. Free resources to assist you with your university studies! 1st Floor, Sovereign House, Church Street, Brighton, BN1 1UJ Equipped with real time insights, Argos could quickly understand which stores were performing well and which elements of the new digital stores customers loved and what elements they weren’t so keen on. In-store innovation. “We’re planning future digital store roll-outs and we’ll be using Brandwatch Analytics to track every step of the way” – James Finch Customer and Digital Insights Manager, Argos. Using Brandwatch, Argos were able to keep an eye on all online conversation and reaction to the 53 new digital stores.

With ecommerce predicted to grow exponentially over the next few years Argos is reducing its chances of tapping into this fast growing market by making these changes over a longer period. Do you agree to our cookie policy? Our academic experts are ready and waiting to assist with any writing project you may have. Head office now had a detailed top-down view of what customers thought of over 50 stores, and more importantly, thanks to the Brandwatch Demographics feature, they could start to understand who their customers were and where the social conversation originated. This is not an example of the work produced by our Essay Writing Service.

Digital Analytics Based in our Digital Intelligence Team, this is a fantastic opportunity for you to develop emerging digital analysis skills and knowledge of tools in the industry.

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