Argos
Argos is a competitor to Amazon and a leading general merchandise retailer in the UK. Their site receives over a billion visits a year with a majority of their sales originating online. Appropriately, Argos has a few stand-alone stores and click-and-collect locations inside big-footprint Sainsbury’s supermarkets.
Argos needed an omnichannel approach that would:
Win the current mission; customers couldn’t find the click-and-collect location in Sainsbury’s supermarkets.
Win future missions in new categories. Argos was known for toys and furniture but needed to drive consideration in additional categories, like electronics.
Win Current Missions
The Argos brand is upbeat, optimistic and bold. New in-store signage and playful floor graphics helped customers navigate through Sainsbury’s to Argos. A landmark digital installation that could be viewed from key zones and updated seasonally, ensured sightline to Argos, ensuring customers could find the click-and-collect zone winning the pick-up mission.
Win Future Missions
To drive consideration for future missions in featured categories (like electronics), we bridged digital and physical elements; showcasing physical products beside a touch screen. Customers could explore the wide category assortment in under-purchased categories. Every touch screen intentionally only had a single call-to-action, “buy now”. This interaction dovetailed with their mobile experience, where customers could transact in- aisle.
Bridge discovery in-store to a digital transaction was a huge unlock for this retailer. This solution is part of their roadmap and they hope to implement it this year.
My Role
As Creative Director, Digital I worked with our Senior Leadership Advisor, Senior Strategy Leads, and Creative Directors for Enviro and Brand to solve a key pain point for Argos customers. I envisioned the Customer Experience, outlined the User Experience and ultimately designed the interface for this endless aisle touchscreen experience.
The Team
Creative Direction, Brand: Ashley Leder
Creative Direction Enviro: Cristiano Cartolano
Creative Direction, Digital: Bronwyn Anderson
Writer: Andy Lyberopoulos
Senior Art Director: Jackie Musial, Arnaud Brassard
Senior Strategy: Nicholas Lorenzi
Strategy Consultant: Charlotte Sarvesvaran
Senior Leadership Advisor: Sandra Duff