“Argos utilised Brandwatch Analytics to understand the public’s perception of their new digital concept”.

This case study offers insight into the digital marketing techniques used by Argos to gain social insights into what their customers are saying about their 53 digital stores.

Location

Argos segmented data by using categories based on location data and other criteria such as the names of streets and shopping centres, to create a set of rules. These rules automatically performed actions on mentions from customers tweets, so every time Argos was mentioned in a tweet it would be filtered into its pre-set category. This allows Argos to gain valuable feedback and know which store is performing best, and praise particular members of staff. An example of this is a customer tweeting about the service they received at the Clapham Junction store.

“@Argos_Online thank you so much

for listening!!! I shall definitely be coming

into the store. #greatcustomerservice

#onehappybunny”

 

This tweet was filtered into the “Clapham Junction” category, so managers could feedback to the store and reward employees.

Demographic

Using the demographic functionality that Brandwatch offered, Argos could identify who was talking and discovered that men and women appreciated different aspects of the digital stores. The data found that men showed a higher level of positivity to the new technical features of the stores for example the instalment of the Ipads, and women on the other hand appreciated the new approach to customer service and how this improved their in store experience.

Feedback

The insight from Brandwatch also found that customers missed some of the old elements of the store, such as the catalogues. Argos has responded to this feedback and has given the stores catalogues to keep behind the desk, for those customers who miss the familiarity.

 

“We are 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

Related Articles

Brandwatch claim that 96% of customers consider their services a worthwhile investment. (Brandwatch, 2017).

Read here their 9 Social Media Data Analysis Steps for Marketing Intelligence.

9 Social Media Data Analysis Steps for Marketing Intelligence 

What we can learn

• Social insights offer valuable information and data for a company, and gives them a clearer and more accurate sense of who their customers are
•  Companies can make informed decisions and implement changes based on feedback

References

Brandwatch. (2017). Services. Available: https://www.brandwatch.com/customer-success/. Last accessed 10th October 2017.