[:en]Brandwatch‘s case study focused on Argos and their leadership as a digital retailer highlights Argos’ new goal of opening 53 new digital stores aross the UK.
Argos as a retailer lead the UK’s digital market, offering over 43,000 products through their purchasing channels, both online and in store, with over 738 million views on their website per year (Brandwatch, 2013). With 758 stores available to the UK public already, Argos are looking to open another 53 digital stores across the country. To be able to reach this goal, Argos have to plan what challenges they may face working up to this goal, and how they will solve these certain issues that may arise.
Firstly, Argos are built on their brand reputation and known ident. By changing store layouts and how they work as a company, existing customers (averaged at 123 million per year in 2013; Brandwatch, 2013) may reject the idea and prefer the original way that Argos ran their stores; however this is not completely known by Argos until they have researched how customers are reacting to their stores, both before and after the change. With the everyday growth of social media and the use of ‘word-of-mouth’ marketing, Brandwatch highlighted in their case study that consumers are more likely to “turn to their social media channels” rather than give Argos feedback directly. By using social media and a social listening platform, Argos are able to understand their customers needs and wants, and find information that will benefit the growth of their store and customer base.
Using a social listening platform, Argos are able to understand the induviduals behind the comments and categorise them based on aspects, such as personal characteristics and geographical location. Location data was a main focus for the organisation, as they realised location on it’s own was not helpful enough until they knew exactly what specific store every induvidual was talking about. They categorised each induvidual digital store, which effectively segmented data and categorised complaints and queries made by customers on social media specifically for each store. By having this data management in place, complaints and issues raised by the public are dealt with quickly, as they are sent directly to a managing body that is able to sort the issue first-hand, rather to one area that acted as a ‘pool’ for complaints as a whole.
Argos’ Customer and Digital Insight Manager mentioned an example of a customer being pleased by the fast act that was made upon their complaint made on Twitter surrounding a sign that was named incorrectly in their area. The customer replied to their feedback with;
“@Argos_Online thank you so much for listening!!! I shall definitely be coming into the store. #greatcustomerservice #onehappybunny”
Analysing Argos’ use of data and their application to marketing, they were able to monitor their customer experience and feedback by expanding from their own feedback pages to using social media as a form of customer contact. Setting up a social listening platform gave Argos the opportunity to improve their customer service, as well as obtain feedback on their new digital stores which contributes towards their growing goal of opening digital stores up across the UK.
https://www.thedrum.com/news/2017/04/30/sainsburys-reaping-the-rewards-argos-takeover-it-begins-see-growth
Since this case study and goal was created, Argos have managed to expand most of their stores in to being digitally-focused, as well as expanding in to appearing in other stores, such as Sainbury’s and Homebase, which began developing in early 2014. Argos have also now created a profile on Twitter, @ArgosHelpers, that customers can come to for specific queries they may have for even faster feedback and answers.
Significantly, Argos are known for their unique selling format, which is not seen with other stores, and is considered incredibly innovative for the growing market and techonology. However, their use of social listening platforms is becoming incredibly common with organisations and businesses, with the likes of clothing retailers including ASOS (@ASOS_HereToHelp) and TOPSHOP (@TopshopHelp) using social media as a way to help customers and build a relationship with their consumer base.
If you would like to read more on the case study created by Brandwatch, you can access the document through here.
References:
- Brandwatch (2013) ‘Argos Case Study: Leading a High Street Revolution’ [Accessed 8 Oct. 2018].
- Argos (2014). Argos Digital Store – Running on Scala. Available at: https://www.youtube.com/watch?v=ekrHAzr1f4I [Accessed 8 Oct. 2018].
- Khan, M. (2018). Argos to open 10 ‘digital stores’ inside Sainsbury’s branches. [online] Telegraph.co.uk. Available at: https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11376430/Argos-to-open-10-digital-stores-inside-Sainsburys-branches.html [Accessed 8 Oct. 2018].
- The Drum (2017). Sainsbury’s reaping the rewards of Argos takeover as it begins to see growth. [online] The Drum. Available at: https://www.thedrum.com/news/2017/04/30/sainsburys-reaping-the-rewards-argos-takeover-it-begins-see-growth [Accessed 8 Oct. 2018].
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Brandwatch‘s case study focused on Argos and their leadership as a digital retailer highlights Argos’ new goal of opening 53 new digital stores aross the UK.
Argos as a retailer lead the UK’s digital market, offering over 43,000 products through their purchasing channels, both online and in store, with over 738 million views on their website per year (Brandwatch, 2013). With 758 stores available to the UK public already, Argos are looking to open another 53 digital stores across the country. To be able to reach this goal, Argos have to plan what challenges they may face working up to this goal, and how they will solve these certain issues that may arise.
Firstly, Argos are built on their brand reputation and known ident. By changing store layouts and how they work as a company, existing customers (averaged at 123 million per year in 2013; Brandwatch, 2013) may reject the idea and prefer the original way that Argos ran their stores; however this is not completely known by Argos until they have researched how customers are reacting to their stores, both before and after the change. With the everyday growth of social media and the use of ‘word-of-mouth’ marketing, Brandwatch highlighted in their case study that consumers are more likely to “turn to their social media channels” rather than give Argos feedback directly. By using social media and a social listening platform, Argos are able to understand their customers needs and wants, and find information that will benefit the growth of their store and customer base.
Using a social listening platform, Argos are able to understand the induviduals behind the comments and categorise them based on aspects, such as personal characteristics and geographical location. Location data was a main focus for the organisation, as they realised location on it’s own was not helpful enough until they knew exactly what specific store every induvidual was talking about. They categorised each induvidual digital store, which effectively segmented data and categorised complaints and queries made by customers on social media specifically for each store. By having this data management in place, complaints and issues raised by the public are dealt with quickly, as they are sent directly to a managing body that is able to sort the issue first-hand, rather to one area that acted as a ‘pool’ for complaints as a whole.
Argos’ Customer and Digital Insight Manager mentioned an example of a customer being pleased by the fast act that was made upon their complaint made on Twitter surrounding a sign that was named incorrectly in their area. The customer replied to their feedback with;
“@Argos_Online thank you so much for listening!!! I shall definitely be coming into the store. #greatcustomerservice #onehappybunny”
Analysing Argos’ use of data and their application to marketing, they were able to monitor their customer experience and feedback by expanding from their own feedback pages to using social media as a form of customer contact. Setting up a social listening platform gave Argos the opportunity to improve their customer service, as well as obtain feedback on their new digital stores which contributes towards their growing goal of opening digital stores up across the UK.
https://www.thedrum.com/news/2017/04/30/sainsburys-reaping-the-rewards-argos-takeover-it-begins-see-growth
Since this case study and goal was created, Argos have managed to expand most of their stores in to being digitally-focused, as well as expanding in to appearing in other stores, such as Sainbury’s and Homebase, which began developing in early 2014. Argos have also now created a profile on Twitter, @ArgosHelpers, that customers can come to for specific queries they may have for even faster feedback and answers.
Significantly, Argos are known for their unique selling format, which is not seen with other stores, and is considered incredibly innovative for the growing market and techonology. However, their use of social listening platforms is becoming incredibly common with organisations and businesses, with the likes of clothing retailers including ASOS (@ASOS_HereToHelp) and TOPSHOP (@TopshopHelp) using social media as a way to help customers and build a relationship with their consumer base.
If you would like to read more on the case study created by Brandwatch, you can access the document through here.
References:
- Brandwatch (2013) ‘Argos Case Study: Leading a High Street Revolution’ [Accessed 8 Oct. 2018].
- Argos (2014). Argos Digital Store – Running on Scala. Available at: https://www.youtube.com/watch?v=ekrHAzr1f4I [Accessed 8 Oct. 2018].
- Khan, M. (2018). Argos to open 10 ‘digital stores’ inside Sainsbury’s branches. [online] Telegraph.co.uk. Available at: https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11376430/Argos-to-open-10-digital-stores-inside-Sainsburys-branches.html [Accessed 8 Oct. 2018].
- The Drum (2017). Sainsbury’s reaping the rewards of Argos takeover as it begins to see growth. [online] The Drum. Available at: https://www.thedrum.com/news/2017/04/30/sainsburys-reaping-the-rewards-argos-takeover-it-begins-see-growth [Accessed 8 Oct. 2018].
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