Argos and Brandwatch have teamed together to conquer the new digital age.

As one of the largest UK online high street retailers with 738 million site views annually, Argos has decided to take the shopping experience digital.

53 digital stores have opened across the UK. If you’re like me and unsure what a digital store is, have a look at this link… This is all well and good, but Argos now have the challenge of mediating the online responses. Being aware of the online responses made via social media is critical, and this is where Brandwatch come in.

Categories and Rules have become so important in the way that Argos analyse their data. Installing categories has allowed online responses to be easily searched depending on the store in question. Rules have also meant that specific mentions are automatically collected into the pre-set category. Making it easier to understand and digest the comments from the public, and most importantly, do something about it. Brandwatch have been supporting Argos throughout and helping to develop their new digital platform, both inside and outside the stores.

Demographic information can be extracted, allowing Argos to see the difference between male and female opinions, as well as opinions from different locations. This helped a customer from Clapham who tweeted Argos stating that the signage was incorrect. Within minutes this had been received by the Argos team and was instantly fixed.