To understand public’s perception, Argos has been using analytics to improve and understand their new digital concept. This enables them recognise consumers behaviour by analysing data received from various social media sites based on the demographics and location. By doing so they are able to assess the performance of each store and identify rooms for improvement. Since the launch of the digital stores, social media has played a crucial roles in providing real time feed on the customer’s satisfaction and their digital experience. All of these are possible due to brandwatch analytics which segments data then categorises them for each of its 53 digital stores incorporating location data with other criteria, such as the names of shopping centres and streets.

This study was conducted to understand how customer would react to the changing look and feel of the familiar Argos store surroundings and whether they would embrace it or oppose it?

Argos wanted to embrace and act on this, so they’d turn to their social media sites to embrace and act on the valuable feedback provided by individuals based on their sex, demographic, region, location of the shop and personal interest. By using Brandwatch analytics platform they were able to answer all of these questions, providing invaluable information for Argos to start to better understand who their customers were, what they were saying and why.

Key Findings

• Understood consumer sentiment toward new digital stores and which stores were perceived more favourably and in which areas
• Got closer to the individuals behind the discussion by uncovering insightful demographics
• Quickly identified issues in-store, actioned feedback and found resolutions to increase customer satisfaction