Argos pushes online ad campaign
Extract: Argos is keen to drive home its online sales advantage with a £4 million campaign to promote its online to store pick-up service.
Argos targets improved online sales with £4m ad campaign
Monday, July 04 2011 by Craig Nicholson
Retailer Argos is set to focus advertising efforts on pushing its online to store pick-up service with a new £4 million campaign.
Half of the brand’s £4 billion sales now finish in store having started elsewhere, with innovations across TV and smartphones proving popular among customers.
Internet consultants behind the Argos iPhone app have been rewarded with 1.7 million downloads since the software launched last year, while argos.co.uk is one of Britain’s most popular high street websites.
But the retailer is keen to encourage more customers to use its site, hoping to exceed the current 400 million visitors in 2010.
The drive to improve use of the online order and in-store pick up service has been prompted by recognition of shoppers’ continued need for more time-sensitive means of buying goods online.
Argos marketing director Karen MacLachlan explained that the brand is keen to capitalise on the fact that many customers are only ten minutes away from their closest Argos store, which is a “major competitive advantage”.
She added: “Argos is selling in a hugely dynamic shopping environment. We are shaping the future of shopping with routes to market suitable for all shoppers.
“Time-poor shoppers want a quick reliable online shop with ability to pick-up the same day. Bricks and clicks are inextricably linked.”
British retailers are failing to take full advantage of online shoppers fully, with many still failing to pursue online shoppers that have abandoned transactions midway through.
According to a study by Optilead, published by the Drum, around £1 million in sales is lost each year because UK retailers are not following up abandoned leads to find out what went wrong.
Speaking to the news site, Optilead director Graham Mace underlined the importance of understanding the customer better through communications.
Living Streams “Improving clients’ profitability through better use of the internet”.
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