Entry: Digitizing Argos
Submitted by: Scala Inc.
Venue(s) where the content was displayed:
Argos is a leading digital retailer in the United Kingdom, offering around 43,000 products through its website, growing mobile channels, physical stores and over-the-phone catalog. Argos serves around 123 million customers a year through its network of 734 stores.
Traditionally known for its catalogue-based ordering and in-store warehouse-connected purchasing experience, Argos 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 comprehensive in-store brand experience to customers.
Objectives of the content:
Scala, along with systems integrator Pixel Inspiration, aimed to transform the Argos in-store environment into a customer centric experience, making it digitally led and consistent with its online channels. This allows Argos to manage its marketing more efficiently, improve its logistical business processes and provide customers with a more interactive experience.
“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.”
Budget category (content creation only): Less than $10,000
Results of the content:
The digital signage network, running Scala Content Manager and the Scala Player, supports a large number of screens, arranged to form several videowalls. Content is targeted at these walls based on their position in the store, with one screen dedicated to welcoming customers into the store and showcasing the current staff. The browsing zone features product promotions, with different categories targeting different zones. Payment and collection points are supported by up to 16 more displays across two video walls. Twitter and Facebook feeds can be directed to screens, providing additional content for customers.
“Scala and Pixel have been a great combination and have done a fantastic job in bringing the digital media to life in-store. It’s been a very challenging project to deliver it. I think we have pushed the boundaries and we would not have been able to do that without Scala and Pixel’s cooperation.” -Carl Nield, Head of Brand Marketing, Argos
Selected judges' comments:
- When there is a commitment of time, resources and brain cells, digital at retail will work. And this is proof.
- Thoroughly impressed with the way Argos redefines the shopping experience.
- The incorporation of technology and the content being displayed is all well thought out and executed at the highest level.
- Incorporating real-time data about inventory levels and local conditions is a great feature.
- The content is actually quite appropriate for the challenge.