Omnichannel retail transformation
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 However, its store experience was becoming outdated among tech-savvy customers.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?
We created a dynamic 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 experience was digitally integrated and easy to use - from the inviting shop front and targeted promotions through to an intuitive browsing and purchasing journey.
Key insight: Whilst transformation was vital, the result had to be inviting and easy for a broad demographic
As part of its new omnichannel stores, we developed a cohesive digital identity to animate the environment. We created content for the retailer alongside a strategy and template for them to use in the future. The content was to showcase different seasonal and category promotions or be used to take over the whole store by displaying one impactful brand story.
Strategic shift: From an analogue consumer goods warehouse to a convenient, omnichannel retail experience
“ We had a challenging time frame to deliver this highly complex project and it has been a truly collaborative journey from the start, with D&P providing support, fresh thinking and creativity in abundance. Our digital stores are one of the most exciting developments as we transform our business to be digitally-led, and the exciting possibilities for the digital and physical retail offer to work together.” Roger Hubbard, Argos Format Development Team
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