How Argos is modernising for the now generation

Lucy Aitken

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.

Background

UK retailer Argos has been renowned for many things in its time: ultra-thick catalogues that easily double the size of IKEA's, stubby pens and pencils accompanying in-store notepads with tiny boxes for catalogue numbers and a jewellery range entitled Elizabeth Duke (named after a director's wife).

However, it has been undergoing a transformation which promises to continue, not least because of a change in ownership. In September 2016, UK supermarket chain Sainsbury's acquired Argos from its former parent company, Home Retail Group. Slowly but surely, outlets of Argos are replacing pens and pads with iPads. Argos has become the...

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