Argos to launch multimillion advertising campaign as part of digital drive


Retailer launches campaign to prove its no longer about laminated catalogues and miniature pens



eBay Argos 0
Argos has increased its digital focus via initiatives such as a tie-up with eBay 


The retailer now has 40 UK stores in the UK which offer free WiFi, 60 second collection for online orders and tables of iPads tablets for shopping.


With 72 shopping days before Christmas the retailer is hoping that is advertising campaign, which will run in cinemas, primetime TV and billboard advertising, will drive customers into its new-look shops.


“When we said we would transform Argos two years ago – we meant it”, Stephen Vowles, marketing director at Argos said. “The new campaign will be the biggest signal so far of how we are changing for our customers, and of our digital leadership strategy”.


Last year the company began to remove its famous laminate catalogues from high street stores and began trialling stores that allowed customers to order products on tablet computers.


Argos parent company, Home Retail Group, has committed £300m over the next three years to invest in a turnaround programmes. The new strategy push is being led by chief executive


John Walden who is hoping to use Argos’ stores to ramp up its fight against online competitor Amazon. Earlier this year Argos, which employs 29,000 UK staff, rolled out a same-day delivery service in attempt to fight back against Amazon. Mr Walden replaced long term chief executive Terry Duddy, credited with inventing invented click and collect ordering, at the start of the year.


John Walden's is leading Argos' £300m five-year turnaround plan


Argos introduced the catalogue in 1973 and it quickly became a mainstay of British families in the run-up to Christmas as they hunted for presents. At its peak, 20m versions of the biannual catalogue were printed.


The first advert is expected to be broadcast tomorrow (TUES) during ITV1’s Long Lost Family, Channel 4’s Obsessive Compulsive Cleaners and Channel 5’s Crimes That Shook Britain. It will also be hoping to draw in big audiences with additional primetime slots during Downton Abbey , the X Factor and Channel’s 4s Homeland, which returned to British screens last night (SUNDAY).


The retailer is also revamping its employees’ uniforms to give a “sporty, young and modern look”.


The business is still the UK’s biggest high street retailer and reported £4.1bn of sales for the year to February.


By Ashley Armstrong - The Telegraph