Argos' digital strategy takes off

Using digital will help give customers more options, toy trading manager Andrea Abbis tells ToyNews
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Argos is embarking on a new digital strategy this year - and it has so far seen an app launch in August, an expansion of Check & Reserve services and the retailer’s first ever- interactive digitalised catalogue come to fruition.

As online sales becomes an increasingly large section of the business, Argos believes the new digital initiatives will give customers more choice.

“Internet sales now represent 44 per cent of all Argos sales, with sales on mobile devices accounting for 17 per cent of our business,” toy trading manager Andrea Abbis explained to ToyNews.

“Furthermore, Check & Reserve is available on thousands of Argos products, meaning that shoppers can benefit from the ability to collect their order from one of around 735 stores nationwide at their own convenience.

“The Argos App, which allows customers to shop on the move, has also been downloaded nearly 6.5 million times.”

The new online approach has a real impact on how the store presents its toy range, with videos, expanded ranges and Click & Reserve now at the consumers’ disposal.

“It’s about offering customers choice,” continued Abbis.

“The catalogue is still important when children and parents are shopping for toys, but online also gives us the opportunity to show richer content such as videos, more imagery and expanded ranges.

“We bring this to life in stores too with content playing on video screens on our toy wall displays that bring toys to life and have a greater interaction with children and their families.”

It’s an enhanced level of interaction that drives Argos’ first-ever interactive digitised catalogue, which was trialed in the North East region earlier this year.

The catalogue uses image recognition technology from Blippar to provide more product information to shoppers using their smart phones and tablets.

Abbis explained: “Customers can scan any interactive page to launch more product choice and information, how-to guides and demonstration videos and competitions on their device. They can also be launched from the App to the Argos mobile website where they can access an extended choice of toys, more information and can Check & Reserve products and transact. If the trial is a success, it will be rolled out across all catalogues.”

The fact that access to technology is no longer limited to the whizz-kids in the family is also a key factor in the store embracing digital.

“Our target is mostly families and we are finding they are using more and more technology.

“We want to make sure we’re offering all of our customers choices in how they shop with us, in ways that are the most convenient for them,” said Abbis.

"The great thing about Argos is that customers can browse our products online or via the Argos App, and Reserve & Collect products from over 735 stores across the UK – without having to wait for deliveries.

“We are always aiming to provide better customer experiences and by using technology in our stores, we can provide more product information to help our customers.”

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