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Argos is a unique multi-channel retailer, part of the same business as Sainsbury's and Habitat, they’re one of the biggest names on the high street with over 800 stores.
The Challenge
When national institution Argos decided it was time to undertake a major refit of its stores, including the large-scale introduction of in-store digital media, they selected Pixel to help them achieve their vision.
The philosophy was one of functional minimalism: de-cluttering the store whilst introducing more efficient ways for customers to shop. A key driver of the project was the need to ensure that their POS was always up-to-date, with live pricing and stock information driving automated, unique content playback in each store.
Our Approach
We created a system for digital promotion based on two key pillars:
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All prices should be live and synchronised with the web, mobile and EPOS channels. To achieve this we integrated with Argos’ existing pricing API, querying the costs of all the line items being promoted and then integrating the pricing data into dynamic content templates.
Only stock that is available in the local store should be promoted. Through an integration with their inventory management system and the creation of business rules built into the content playback engine, we ensured that if it’s on screen in the store, it’s available to purchase in that store.
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Once the dynamic content engine had been completed, we worked with Argos’ existing installation company to configure the in-store video walls in a variety sizes and configurations, with some walls dedicated to POS promotion and others to aid navigation, brand messaging and partner brand focus.
We work closely with the Argos design agency to produce and design content for the screens, including consultancy with our research department to ensure each piece of content was as effective as possible.
The Outcome
The number of stores covered by this rollout continues to grow with over 400 digital stores including the newer Sainsbury’s in-store locations, with each bringing a new lease of life to one of the UK’s favourite retailers. The initial system integrations we performed in 2013 continue to work effectively, enabling huge efficiency in the operation of this 5000+ network of digital screens.
