Argos replaces catalogues with digital media
The multichannel retailer has deployed an interactive in-store solution, based on digital signage technology, to make its in-store environment more dynamic
UK retail giant Argos, traditionally known for its catalogue-based ordering and in-store warehouse-connected purchasing experience, is now using digital technology to make its customer experience more interactive.
Argos has completed the first phase of a new digital strategy deployment across seven stores in the UK. In each store, a Scala digital signage solution enables Argos to drive digital point of sale systems, to manage customer communications and to deliver a wholistic in-store brand experience to customers.
Giving 'online' a human face
“Argos has always been a very unique business, it started off as a catalogue retailer with a very unique format designed to give people a wide variety of products at the best prossible price,” commented Carl Nield, head of brand marketing at Argos. “Over the years its always innovated but now it has the best of online and this huge network of stores which gives a real human face to an online business. Scala has given us the capability to deliver very dynamic content into the store environment.”
Implemented by digital signage agency Pixel Inspiration, the deployment also sees tablet-based in-store product browsers replacing print catalogues and the addition of a 60-second fast-track collection service alongside free in-store wifi.
Keeping pace with digital channels
“Argos is known for its competitive pricing, but traditional, print based methods of communication make it difficult to communicate accurate information at a granular level” said Nikk Smith of Pixel Inspiration. “When you’re printing several million catalogues containing over 30,000 products twice yearly, the management of product information, including pricing, simply can’t keep pace with digital channels.”
The scalable digital signage network, running Scala Content Manager and the Scala Player, is directed not only at in-store customers but also at click-and-collect customers and at outdoor pedestrian traffic.
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