With many Argos stores laden with digital and HD TV sets, it made sense to use them to get across the benefits of owning one. And what better way of doing that than a special programme whose content does exactly that?
Since 2006, we have been responsible for developing the content for the programme, updated twice a year to coincide with the launch of the Argos catalogue as well as a Christmas special. The content is devoted to stunning HD footage that shows the TV sets at their best, persuading customers to upgrade. Sales, service and product messages complete the picture (literally).
Realisation is responsible for the entire production, including sourcing and licensing relevant HD footage and making sure the programme dovetails in with Argos’ marketing campaigns.
Separately, we have overhauled Argos ‘call forward’ screens.
We’ve all been there; sitting and staring at an old screen, waiting for your number to be called so you can get your goods and go. Needless to say this has a negative impact on customers’ experience of visiting an Argos store.
In 2008 we began work with Argos on a redesign of the screen interface to give it a more modern, fresh look. We also convinced them that just staring at the numbers was driving customers mad and making them think they had been waiting for longer than they actually had.
By splitting the screen in two, we gave Argos a whole new promotional channel to talk to customers when they have nothing else to do, and increase awareness of add on services such as home delivery, the Argos card and jewellery promotions.
Customers benefit from having more than just numbers to stare at, with screens that are both informative and entertaining which means perceived wait times are reduced. With an improved customer experience and sales up, everyone’s a winner.
The new Call Forward system is now part of Argos’ store refit programme and will be rolling out across the whole estate as each store gets a new look over the next three years.
No need to queue if you’d like to find out more: just jump to head of the line.