- Client:
- Argos
- What we did:
- Research & Insights, Customer Experience Strategy, Communications Design, Content & Social Media, Retail Design, Format Development
- Where
- Across the UK
- Awards
- Brand Impact, Retail Week & more
The Challenge
Argos is a brand steeped in nostalgia and novelty. However, its store experience was becoming outdated among tech-savvy customers. The difficult truth was Argos needed to lose its old hallmarks to progress. But there were dilemmas: how much loyalty is based on nostalgia? And what would happen if we got rid of the pens?
The Solution
We created a new concept for Argos, covering everything from the environment and digital content to in-store communications and tone of voice. There was a notable gap between the way customers shopped at Argos in-store and online, so we made sure the space was more digitally integrated - from the shop front and targeted promotions through to browsing and purchasing.
A focus on digital
We designed a pared-back environment with raw, clean materials to let the dynamic digital content shine. Bays in-set with a grid of screens and iPads stream real-time product information, store messages and campaigns. These can also be transformed into branded shop-in-shops – lucrative slots for Argos to highlight certain brands it carries such as Dyson and Apple.
From catalogues to iPads
Customers shopping in-store use iPads with shopping applications such as product videos and customer reviews. They can also use their phones to shop with free in-store WiFi.
Welcome Wall
On arrival, customers are greeted by the digital ‘Welcome Wall’ where store staff are introduced to add personality to each store. The footage is combined with other local messaging such as the local weather and brand social media activity, linking the store back to its wider community.
Engaging content
To complement its new omnichannel stores, Argos needed a cohesive digital identity to animate its shop-floor screens. We created content for the retailer alongside a strategy and template for them to use in the future. The digital screens can showcase different seasonal and category promotions or be used to take over the whole store by displaying one impactful brand story.
Playful, honest and full of life
We played a key role in the development and implementation of Argos’ identity. Confident and bold applications across the stores brought more personality to the brand: the stores become a signpost that Argos had changed.
The fast lane
A 60-second ‘Fast Track’ collection service means customers can quickly collect their online orders.
A new distribution model
Behind the scenes, the digital concept stores will trial Argos’ innovative 'hub & spoke' distribution model. The larger ‘hub’ store will stock an expanded range of around 20,000 lines and run routes to deliver products to its smaller ‘spoke’ stores. This means all stores will have either immediate, same day or next day access to an expanded range of products.
