Argos is the Uk’s leading digital retailer, recently Argos made the decision to change some of their stores to being digital store, where you would order through Ipads instead of going to the traditional till. However, after 40 years of traditional store, Argos was worried about about people’s opinions of the stores changing, they didnt want to loose their valued custoemrs. As a result, a key focus in the store transformations was to follow pople’s opiunions on the stores to ensure the customer was satisfied.

With Social Media transforming the world, Argos thoguht that if annyone was goiung ti complaoin about the new stores or any other issues they were having, they weould complain via social media. As a result Argos invested in brandwatch dashboards  where they could not only track where the complaints were coming from but from which gender, their age group etc. The results that Argos found were gender orintated; for example men were much more keen on the digital stores as they were facinated by the technology behind it, whereas women would prefer the tradition shop assistant. The hcanges were also noted geographically, unsupridingly London was more accepting of the change, incomparison to the North who were less accepting. Not only this but Argos found that people still wanted the traditional brochures in strore, which many would associate with the tradition Argos stores,, as a result, spare brochures are kept in store for thoe who still wish to look through a physical brochure. Argos have made their analytics more sophisticated as they understand what they hope to take from the data by using more filters to group posts. Analytics now allow for companies to see, unertand and act upon opinions from their customers. This allows for a much more customer friendly experience when shopping as companies can now recieve feedback faster than ever and implement the changes too.

Things to be taken form this article are:

• Stores are transforming digitally, where shops can follow every aspect of your shopping experience, even once leaving the store. Allowing them to taylor stores to the geograpic market.
• Brandwatch analytics allow for sophicticated filters to be used in order to break down and categorise social media feedback