Case Study 1

Company Case Argos: Creating Customer Value amid Change and Turbulence

One of the biggest news items in the UK retail sector recently is the 1.4 billion acquisition in September 2016 of Home Retail Group, the parent company of Argos, by Sainsburys, one of the leading British supermarkets. Unsurprisingly, the highlights of this business decision are the huge sum involved and the associated risk in the complex marketing environment. Why is this considered a good decision, especially after the British referendum in favor of leaving the European Union and the uncertainty in the business environment that follows?

The key answers to these questions are not hard to find. The deal makers can see the gold in the track record of the organization. Argos was established in July 1973 as the United Kingdoms first catalog retailer with only 17 stores; it now has over 750 stores throughout the United Kingdom and Republic of Ireland. Over 130 million customers, approximately one-third of the UK population, shop in an Argos store annually, buying one thing or another. Even before the agreement on the takeover deal, 10 Argos outlets that opened in Sainsburys stores already had a record 30 percent sales increase, and the takeover is expected to result in annual savings of 160 million.

As part of its attempts to create value for its customers, Argos has undergone remarkable changes in the 21st century. The design makeover has turned tatty faux wooden floorboards and display cabinets into tiled floors and LED display boards for easy shopping. It is thus not surprising that Argos is valued so highly by Sainsburys. Ultimately, the plan is to have an Argos center at every Sainsburys branch to ensure convenience in shopping for customers. While the in-stores catalogs are still in use at Argos stores, the centers have been radically transformed into hi-tech outlets and digital stores. The idea behind all these changes is that the customers of today are more informed and deserve the best. Argoss approach is to ensure that value creation for customers permeates every phase of the organizations activities.

Catalog Retailing

Although Argos is noted for a number of things in the British retail sector, its core hallmark is its consistent focus on the satisfaction of the needs and wants of its target customers. This is not only ensured through the thousands of products that it offers its customers both online and across its various stores in the country, but also in all the phases that encapsulate the customers experience in their transactions, from placing the order to receiving the items. Argoss focus on catalog retailing is based on its quest to satisfy customers through convenience. The shopper checks the catalog, places the order, and receives it shortly afterwards. Its twice-yearly catalog and Internet site support the way the establishment creates value for its customers.

Market Offerings

The assortment of products offered by Argos to its disparate customers across the country illustrates the core value that it offers its target market. The organization is noted for offering a wide range of products, categorized on its website to make shopping easy for its online visitors. For example, customers who are interested in products such as TVs, telephones, or computers simply need to click on the Technology link to be ushered into the world of these gadgets. Similarly, there are categorizations for Home and Garden, Sports and Leisure, Clothing, Health and Beauty, Toys, and many more.

One critic noted that Argoss focus is on being a working class brand, implying that their customers are mainly less well off. However, former CEO John Walden disagrees with this customer stereotype and insists that while this may have been true five years earlier, things have now changed at Argos; the company now targets all demographics. Beyond the rhetoric of who their customers actually are is the issue of keeping those customers satisfied with quality products and excellent customer service. This has been strategically identified by John Rogers, the new CEO of Argos, as the cornerstone of his approach in marketing after taking over the job. The core objective is to ensure not only that the customers are encouraged to shop at Argos but that they are motivated to stay loyal even when the competition tries to draw them away. For example, Tesco has a strong plan in place to price-match best-selling toys by the end of 2019. This is clearly in direct competition with Argos. The retailers mainstay is the continuous effort to clearly outperform competitors like Tesco and Amazon in meeting customers needs and addressing their concerns.

Same-Day Delivery

As the retail environment in the UK becomes more competitive, Argos also continues to explore various means of maintaining and improving its market share. To this end, the management has set a long-term goal of having 250 Argos collection points that will be located within Sainsburys to ensure that customers get their ordered items more quickly than they did before the acquisition of the firm. This, according to Mike Coupe, the CEO of Sainsburys, is to give customers more choice in their purchasing decisions and make life easier for them.

In 2015, Argos introduced a daring policyits Same Day Delivery service. As the name suggests, a customer could order the desired products and get them immediately in the store or delivered at home on the same day through a fast tracked option. This quickly became a very popular strategy and was considered a good gesture by customers. It not only reinforced loyalty among the organizations current clientele but also wooed others happy to see more efficiency in the marketplace. As the company experienced an increase in demand, it also realized that this would require a commensurate increase in resources, hence the recent increase in its delivery vans to about 800 and the 30,000 people employed in different areas of the organization, including customer service, packaging, and order delivery, across its 845 stores. In the run up to Christmas sales in 2016, Argos reportedly added several seasonal staff to the current number.

Digital Retailing

Developments in the world of technology are transforming businesses in various sectors, and retailing is no exception. Based on data from the food and grocery research charity IGD, 5 percent of grocery sales in the United Kingdom are done online. This small figure is due to a variety of challenges associated with this transaction mode, but this is very likely to improve over time. As a key organization in the retail sector in the digital age, Argos is also working toward transforming itself into a click and collect business. Toward the end of 2012, Argos announced its mission to rediscover itself as a digital retail leader. John Coombe, the chairman of Home Retail, Argoss parent organization, remarked that Argos is not only an icon of the British high street but also a leading player in the digital transformation of UK retailing business. In June 2016, a report indicated that Argoss Internet sales had gone up by 16 percent, the strongest record in three years. Around the time Argos was being sold to Sainsburys, John Walden debunked the view that being digital would be like operating a traditional retailing outfit with just one store. According to him, it would still involve hiring people, bringing stock in, expanding, and upgrading. Around 60 percent of Argoss sales are now done as online transactions, which is also closely linked to the fact that the organization is the first retailer in the United Kingdom to make over 1 billion through mobile payments. Its hefty catalogs are being replaced by iPad-style terminals to facilitate order processing. All of this has helped Argos make a seamless entry into the digital world in retail business.

Special Offers

Argos commitment to delighting its customers is not only evident in the increasing range of products it offers its customers and the sleek distribution system, but also in the various promotional programs it offers. Some of these are offered to existing loyal customers through the Argos loyalty card scheme while others are to attract new customers. Periodically, it sends its customers various promotional offers, money-off vouchers, and other financing offers. When Black Friday hit the UK high street and its public awareness grew, Argos was quick to explore the opportunity through various special price-cut offers that also attracted a response from many new and existing customers. About 12 million customers reportedly visited the companys website on the 2015 Black Friday, resulting in 18 purchases per second. John Rogers also estimates that at least 70 percent of its orders will be taken online on Black Friday while normal trading will account for 50 percent. The Argos gift voucher promotions, which are managed by the companys affiliates, offer its customers something to fall back on during their various subsequent purchases. The periodic product-specific special offers on certain products like furniture, computers, and TVs also constitute part of the package that keeps Argos stores busy over the years, and with this, it generates customer value profitably.

Argos and Society

It is tempting to conclude that Argoss focus on maximizing customer value is predominantly driven by the profit motive. However, reports suggest that the company does believe in taking responsibility for the environment, improving local communities, and pursuing a number of initiatives that revolve around long-run benefits for customers and society. Argos is focused on reducing the amount of resources used in its operations and the CO2 emissions it produces. It clearly communicates its green credentials on its web pages. Apart from its catalog, which is 100 percent recyclable, it sources the paper it uses from sustainably managed forests and encourages customers to recycle old catalogs in their possession as these have proven useful to newspaper print manufacturers. According to the firm, it has already been able to recycle 91 percent of waste from the business, had a 9 percent reduction in its carbon footprint, ensured a 35 percent reduction in the waste sent to landfill, and has established a goal to reduce its CO2 emission per square foot by 40 percent by the year 2020. Argoss impacts in the local community are also notable: it supports various charities and other related organizations, and it specifically chose Macmillan Cancer Support as its charity of the year from 2015 to 2017. Argos has shown that it is quite possible to create value for customers and still build relationships with stakeholders.39

ANSWER THE FOLLOWING QUESTION: To what extent would you agree with the claim that Argoss marketing management orientation is a marketing concept? Justify your standpoint with relevant points from the case study. pLEASE EXPLAIN IN 500 WORDS