Retail Only Argos’ digital strategy takes off
Dedicated monthly retail coverage Using digital will help give customers more options, toy trading manager Andrea Abbis tells ToyNews By Billy Langsworthy
ARGOS IS embarking on a new digital strategy this year - and it has so far seen an app launch in August, an expansion of Check & Reserve services and the retailer’s first ever- interactive digitalised catalogue come to fruition. As online sales becomes
an increasingly large section of the business, Argos believes the new digital initiatives will give customers more choice. “Internet sales now
represent 44 per cent of all Argos sales, with sales on mobile devices accounting for 17 per cent of our business,” toy trading manager Andrea Abbis explained to ToyNews. “Furthermore, Check &
Reserve is available on thousands of Argos products, meaning that shoppers can benefit from the ability to collect their order from one of around 735 stores nationwide at their own convenience. “The Argos App, which
allows customers to shop on the move, has also been downloaded nearly 6.5 million times.” The new online approach
has a real impact on how the store presents its toy range, with videos, expanded ranges and Click & Reserve now at the consumers’ disposal.
limited to the whizz-kids in the family is also a key factor in the store embracing digital. “Our target is mostly
families and we are finding they are using more and more technology. “We want to make sure
we’re offering all of our customers choices in how they shop with us, in ways that are the most convenient for them,” said Abbis.
ABBIS: “Our target is mostly families and we are finding they are using more and more technology”
“It’s about offering customers choice,” continued Abbis. “The catalogue is still important when children and parents are shopping for toys, but online also gives us the opportunity to show richer content such as videos, more imagery and expanded ranges. “We bring this to life in
stores too with content playing on video screens on our toy wall displays that bring toys to life and have a greater interaction with children and their families.” It’s an enhanced level
of interaction that drives Argos’ first-ever interactive digitised catalogue, which was trialed in the North East region earlier this year.
The catalogue uses image
recognition technology from Blippar to provide more product information to shoppers using their smart phones and tablets. Abbis explained: “Customers can scan any interactive page to launch more product choice and information, how-to guides and demonstration videos and competitions on their device. They can also be launched from the App to the Argos mobile website where they can access an extended choice of toys, more information and can Check & Reserve products and transact. If the trial is a success, it will be rolled out across all catalogues.” The fact that access to technology is no longer
ToyNews takes soundings from its Retail Advisory Board on toy industry issues. The current members are: RETAIL AD ADVISORY BOAR ARD “The great thing about
Argos is that customers can browse our products online or via the Argos App, and Reserve & Collect products from over 735 stores across the UK – without having to wait for deliveries. “We are always aiming
to provide better customer experiences and by using technology in our stores, we can provide more product information to help our customers.”
News Data Opinion
Stuart Grant, The Entertainer
Fiona Murray-Young, Toys R Us
www.toynews-online.biz
Andrea Abbis, Argos
Brian Simpson, Toytown
Tom Folliot, Sainsbury’s
Marc Dean, Morrisons
Annalise Quest, Harrods
Steph Strike, Asda
Ian Edmunds, Toymaster
Ben Redhead, Firebox
Steven Bradley, Boots
Helen Gourley, Toy Hub
Miles Penhallow, Play-Room
October 65
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100