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News : Argos Invests in Big Data to Personalise Customer Experience
May 2, 2014 -- Argos has seen an increase in the number of registered customers in its database after launching a ‘My account’ function across its online channels.
The retailer is investing in growing the amount of data it has on its customers so that it can drive more sales by offering shoppers a more personalised experience informed by this data.
By encouraging customers to register with ‘My account’, Argos has increased its customer database as of October 2013.
Home Retail Group, Argos’ parent company, said in its full-year results this week: "The customer insight gathered as a result of the increased level of registrations has enabled a more tailored product offering based on customers’ needs, and has also enabled Argos to run bespoke promotional offers based on both customers’ previous activity and their profiles.
"During FY15, Argos will continue to expand its database of registered customers, collect more customer data and use this data to further improve customer satisfaction with its offerings."
Argos previously said in its half-year results to October 2013 that it would use the customer data to send marketing emails with bespoke product recommendations.
The launch of ‘My account’ was part of improvements Argos has made to its online and mobile commerce offerings, which has led to an increase in online sales.
Argos plans to add another 25 digital concept stores over the next year to the initial six it trialled over the Christmas trading period, after receiving "encouraging" early feedback from the pilot.
These stores allow the retailer to test features including online prepayment, a voice-driven picking system that helps to speed up the retrieval of customer orders and tablet browsers instead of laminated catalogues. It plans to roll out the voice picking system and fast track collection to all stores during 2014/15.
Over the coming year, Argos plans to build on the digital improvements it has made so far. This ranges from redesigning its online checkout to accommodate flexible payment and credit options, to improving search functions and showing real-time stock availability by location.
"In addition, a dynamic route scheduling system will be implemented which will allow customers to select accurate narrow timeslots for home delivery," the retailer said.
"Argos will also introduce a new secure payment infrastructure which will enable customers to store their card details safely with Argos for future use."
Posted by Veronica Silva Cusi, news correspondent
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Argos is a British catalogue merchant operating in the UK and Ireland. With 737 stores, it is the largest general-goods retailer in the UK. Together with sister company Homebase, it today forms part of the Home Retail Group, alongside Habitat.
Published: Monday, May 5, 2014