As the world progresses into an ever advancing and innovative digital era, it is evident that companies around the world are doing all that they can to ensure that they keep up with such a rapid growth in this field. Argos is one of them as it adds another 53 digital stores to the 758 stores that already exist across the UK. In order to continue to grow as the ‘UK’s leading digital retailer’ Argos has turned to social media to aid them get a better sense of what consumers are really after. However, having over 123 million customers a year, it is deemed quite a challenge to access, manage and utilise the response they have gotten. Turning to Brandwatch Analytics to overcome such a challenge, Argos have used this tool to pick apart exactly who their consumers are and categorised them according to location for example. This gave them a way to dig deeper and make these categories more precise, helping them see which stores perform better and giving them a deeper insight as to why that is. An example of how they separated stores and consumers is through tweets which, when a certain store is talked about, it gives Argos the opportunity to feed it back to the appropriate member of staff who can deal with issues almost immediately. The demographics functions of Brandwatch also helped Argos see the difference between what men and women searched for, purchased and the kinds of reviews that were left by them. Therefore, it is evident that stores are now able to use social media as a tool to not only help them develop ways in which they can appeal more to consumers, it also shows a clear sense of how they would be left with a happy experience using the digital versions of the stores.