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  • Why is the UK so crazy about click-and-collect?
  • Why is the UK so crazy about click-and-collect?
    Home Retail Group (2014) ©
CASE STUDY

Argos: a catalogue shop for the digital age

Argos was ‘the Amazon of the 1980s’. But now, with the web giant launching a retail store and Argos ‘doing digital’, the catalogue shop could be the one to watch. But what changed? Has Argos finally solved its image problem? And has it really become a ‘cool brand’?

Location United Kingdom

Scope
'How You Like Me Now?' blasts out as the soundtrack to a high-speed, brightly coloured ad featuring flashing images of breakdancers, skateboarders, and BMX-ers. But this advert isn’t for Apple, Beats Headphones or a cool sports brand – it’s for Argos.

Argos has been sleeping for a long time. With its outdated catalogues and mini blue pens, dingy stores, uninspired staff and cringeworthy ‘alien family’ ads, the high street ‘catalogue shop’ had been dominated by the likes of online giants Amazon and eBay.

But in May 2013, Argos seemed to wake up. The Telegraph reported that “Argos ...

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