Argos Gearing to Become Major Player in Digital Retail Sector
Argos is set to reposition itself as a leader in digital retail - it has announced a £100m investment to boost its multi-channel operations and will close or move at least 75 of its stores over the next five years.
With the aim of developing online, mobile and tablet platforms in order to make them "primary channels for interacting and communicating with customers", the retailer has also said it will upgrade its IT infrastructure.
Furthermore, Argos says that moving forward their "stores will be focused on product pick-up and customer service for transactions that will increasingly be managed online or through mobile".
In addition to shifting their marketing budget to digital channels and changing the approach of their High Street stores, the transition to becoming an e-commerce leader also includes broadening their product offerings to gain "universal appeal", developing exclusive brands which will account for a third of their total sales by 2018 and investment in CRM to refine consumer targeting so as to provide "more relevant and personalised offers".