Instead of wasting time on this fool's errand, I think Argos would be better off producing a memorable advertising campaign to rival their 'Whatever You Want' and 'Argoose' campaigns. The adverts the company has been putting out since the rebrand have been invariably drab and forgettable. I read recently that electronics and video game sales are down 25% on last year. Argos needs to up its game if it wants to avoid going the way of Woolworths and HMV. A back of beyond satellite channel is not going to cut it.
Instead of wasting time on this fool's errand, I think Argos would be better off producing a memorable advertising campaign to rival their 'Whatever You Want' and 'Argoose' campaigns. The adverts the company has been putting out since the rebrand have been invariably drab and forgettable. I read recently that electronics and video game sales are down 25% on last year. Argos needs to up its game if it wants to avoid going the way of Woolworths and HMV. A back of beyond satellite channel is not going to cut it.
Home electronics sales are down by pretty much the same figure across the retail sector. That's a discussion for another forum though.
I like the idea of the channel, although I think a VOD service would work better - whereby you can punch in the catalogue number and get a video demo of it. Something they're working on for their website perhaps?
I think the biggest issue this channel has is that there's no good metric for measuring how successful it is. A lot of people would see the demo of something and go pick it up from their local branch of Argos rather than paying six quid for delivery.
That's obviously of value to Argos if they get an overall increase in sales, but because the direct sales figures for the channel are likely to be low it's going to be difficult to say whether any increase in sales in their shops is down to the channel or whether it's the rest of their advertising/marketing.
I think the biggest issue this channel has is that there's no good metric for measuring how successful it is. A lot of people would see the demo of something and go pick it up from their local branch of Argos rather than paying six quid for delivery.
I'm sure Argos can spot any trends in sales. If the sales of product X increase in the week after it was featured on TV then they can be reasonably sure that the channel is working.
Most seem fine to me, and they're all getting refitted at the moment anyway.
