The urge for Argos to have a closer relationship with the customers made them realize that by combining digital and traditional in-store strategies the consumer experience will be transformed and could bring many benefits for both parties. Therefore, Argos opened 53 digital stores in which the plastic catalogues where replaced for Ipads, the process to place the order, pay and collect is much easier and faster, in general is a new whole store format in which Argos had to monitor the impact these stores cause and how customers were reacting by implementing a new social listing platform strategy provided by Brandwatch Analytics.
Brandwatch categorizes all the data depending on the store location where they identified Londoners are able to embrace the changes faster compared with north England. Also, by using the demographic feature it is easier to identify different aspects to focus based on gender. For instance, men tend to be more interest in the high tech features of the store meanwhile women are more interested in how the process of ordering and paying is faster which makes the customer service better.
Other analytics helped Argos to identify how customers were reacting to the changes and that made easier to understand that some of them were used to the traditional catalogues. As a result, Argos decided to keep some catalogues in case someone wants to use it rather than the Ipad. All of these changes allow Argos to understand their customers more so that they can be able to offer what the client is looking for and to increase customer satisfaction.
