How social marketing has helped Argos lead the retail revolution.

 

Background on Argos: for our international readers Argos are a UK based retailer of toys, home furnishings, personal care and technology, with over 40 years of trading behind them. A massive 95% of the British population live within 10 miles of one of Argos’ 750+ stores. Argos are also industry leaders in the digital world, and with over 738 million yearly website visits, they are one of the UK’s largest high street retailers online.

Argos have set about opening 53 new digital stores in an effort to further customise the user experience for their consumers. The challenge was to create an environment that combined the traditional feel the stores have encompassed for over 40 years with the modern technological aspects that will enhance customer service and the users overall experience.

Argos teamed up with big data analytics brand watch to analyse consumer response through social media in order to fully maximise the feedback that they receive from their customers. Brand watch are able to filter and fully examine the feedback according to the individual attributes of each user, creating segmented groups according to: age gender, social class and interests etc.

The instant filtering of data allows for quick segmentation and feedback analysis, which helps to build and hierarch a table of needs according to their demand. The most relevant data can be interpreted with the most irrelevant stored for future analysis. Real-time information is key here, as it builds an accurate interpretation of their consumers needs in the current climate, allowing them to change and adapt faster than their competitors. Analytics here not only identify who felt a certain way, but where?, when?, how? and why they felt that way, providing a more useful insight into consumer behaviour.

To be Continued……