Adrian J Cotterill, Editor-in-Chief
UK retail giant Argos, Pixel Inspiration and Scala are on to a winner in more ways than one (if our DailyDOOH Gala Awards judging jury have anything to do with it) with this fabulous first phase of a new digital strategy deployment across seven stores in the UK (we first wrote about this here).
Argos, traditionally known for its catalog-based ordering and in-store warehouse-connected purchasing experience, is now using a Scala digital signage solution enabling Argos to drive digital point of sale systems, to manage customer communications and to deliver a comprehensive in-store brand experience to customers.
Implemented by systems integrator Pixel Inspiration, the deployment also sees tablet based in-store product browsers replacing print catalogs and the addition of a 60-second fast-track collection service alongside free in-store wifi.
From a design perspective, the aim of the digital stores project is to transform the Argos in-store environment for customers, making it digitally-led and consistent with its online channels. The project also allows the retailer to more efficiently manage its marketing, logistical business processes and to provide customers with a more interactive experience.
Nikk Smith of Pixel Inspiration told us “Argos is known for its competitive pricing, but traditional, print based methods of communication make it difficult to communicate accurate information at a granular level. When you’re printing several million catalogues containing over 30,000 products twice yearly, the management of product information, including pricing, simply can’t keep pace with digital channels.”
To create a vibrant in-store network capable of promoting any one of 33,000 products at a moment’s notice without significant manual effort, Pixel Inspiration deployed a digital signage network to seven Argos stores (four of which are located in London)
The network supports a large number of screens, typically arranged to form several 2×2 videowalls – content is targeted at these walls based on their position in the store, with one screen always dedicated to welcoming the customer into the store and showcasing the staff on duty.
Displays around the perimeter of the ‘customer browsing zone’ typically feature product promotions, with different product categories targeted at different zones. In addition, the payment and collection points are supported by up to 16 more displays, arranged over two video walls.
Argos uses these video walls for flexible branding in the area: each till can be branded as a customer collection point or a ‘fast-track collections’ area at the touch of a button.
It has all been incredibly well thought through and is easily one of the best retail installations we have seen this year.
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