What makes Argos the UK’s top multichannel retailer?

According to Retail Week, Argos is the UK’s best multichannel retailer, recently named number one in its ‘Top 30 multichannel retailers’ list.

But what exactly makes Argos so successful?

Here’s a look at its multichannel strategy, and how it offers customer a superior and seamless experience across all channels.

In-store experience

Retail Week reports that online sales account for a third of total sales on average for the top 30 multichannel retailers. This means that the rest is generated in stores.

For Argos, success in both areas has stemmed from heavily investing in store technology – notably replacing its famous laminated catalogues and mini pens with tablet devices.

Instead of the old system of writing out an order slip and queuing to pay a cashier, customers can now buy items much quicker via a digital kiosk before waiting for their collection to arrive.

Meanwhile, employees are also armed with portable devices to help find product and stock information quickly and easily, and warehouse staff use headsets to find out what tasks should be prioritised at that particular moment.

Another key area of online and offline alignment is click-and-collect – a feature that 72% of consumers are said to make use of if it is available. Argos’s ‘Fast Track’ service takes this up a notch, allowing customers to order and pick up from a store on the very same day.

Speed and convenience

This brings us to another important factor in Argos’s success – the aim of offering customers the fastest and most convenient option possible.

According to research, 17% of consumers would change their minds about a purchase if click and collect was not available, making it a highly effective way of reducing basket abandonment. What’s more, click and collect customers are reported to spend twice as much as regular shoppers.

Not only does Argos offer click and collect, but the addition of ‘Fast Track’ means that customers can pick up on the same day, as well as get same-day delivery on home orders placed before 6pm.

Effectively, this means that customers are no longer restricted to a retailer’s terms or operating hours, enjoying the freedom and choice to choose where and how they receive their items at their own convenience. Argos also allows customers to choose between four time slots or a two-hour delivery window in exchange for their mobile number – a way to banish that dreaded day-long wait indoors.

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