Analyzing Customer Experience at Argos

CUSTOMER EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Brand and its positioning and Key customers.............................................................................3
Relevant attitudes of these customers..........................................................................................4
Statements....................................................................................................................................5
Audit of the customers of the brand............................................................................................6
Models and theories.....................................................................................................................7
Recommendations........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is the major point of consideration today where every brand wants to
optimise the overall experience that the customers visiting the brand or its outlets have
(Marchesani, Piccoli and Lui, 2017). Argos is already a prominent chain of household goods in
the retail sector of UK and the overall experience of the customers has been rated as positive. In
the existing report, an analysis of the overall brand positioning of the brand amongst the
customers and the different services that they are providing will be analysed. Further the report
will analyse different theories and models and lastly the recommendations will be made
accordingly.
MAIN BODY
Brand and its positioning and Key customers
The company Argos as a catalogue retailer operating under the ownership of Sainsbury Plc
and they deal in consumer goods as their major products. The company operates in the millions
in the entire UK with their 883 retail shops and the customers that are majorly served amount to
an almost 29 million customers who were shopping or were attached by the existing brand
(Keeping you in the know, 2020). The popularity and the reach of the company in terms of its
customers is extremely wide where the Argos company was giving its parent company Home
Retail Group turnover in millions even when the market as not very well developed. This
attracted the eye of Sainsbury and the company was purchased immediately.
Argos has been serving its customers through three main methods where they have a
huge online presence, the catalogue stores that are the main revenue earning joints for the Argos
company and the collection points where Argos has established smaller collection points inside
their Sainsbury super markets. The overall brand as an Argos has been placed and positioned in a
very strong manner spread throughout the UK and the customer’s base of the company is very
strong (Gacanin and Wagner, 2019).
In order to critically analyse the key customers as well the positioning of the company in
the main market, an STP Analysis i.e. Segmentation, Targeting and Positioning aspects of the
Argos company can be illustrated in following manner:
 Segmentation: The segmentation of any company can be done on the basis of major
classifications where the demographic, the psychographic, geographical and behavioural
grounds are adopted to target their customers (Homburg, Jozić and Kuehnl, 2017). The
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key customers of the Argos Company are selected on the basis of demographic means
where the company has conducted a study on the population and uses different aspects
like personal income, age, gender, profession etc. to target them accordingly. Since
people of any age or background can be a potential customer for Argos, it is essential to
develop a service where there is something for everyone. The overall balance that they
have created in the UK market segment has been significant due to this.
 Targeting: The targeting of the Argos Company has shifted with time where earlier they
used to have a limited number of mediums to target and access the customers, now that
range and mediums have increase significantly (Wilson and et.al., 2016). The identified
customer segments have been targeted on the basis of the different technological
mediums as well where the online presence of the Argos stores has been increased
immensely. This will help in attracting the attention of the targeted customer segments
but along with this the traditional mechanisms will also be used for some of the
companies where the company ensures that they have made themselves easily accessible
to all the segments of their consumers using different mechanisms.
 Positioning: Positioning helps in ascertaining which are those factor soar market areas in
which the company intends to place themselves i.e. whether it is accessible only to the
rich customers or to the middle as well as to the high etc. is determined by the positioning
strategy (Hwang and Seo, 2016). The price of the products being sold and the associated
quality of its products helps in ascertaining which positioning strategy will be adopted by
the company. It can be said that the company Argos exercises differentiated strategy as
the prices of the products are lower so that everyone can access these and in terms of
quality, the positioning is the best i.e. highest.
Therefore, the STP analysis helps in analysing the manner in which the company has
placed itself and the targeted key customers of the company.
Relevant attitudes of these customers
Customer attitude is the manner in which the intended customers of the company perceive
the brand to be and the manner in which they behave towards the brands and its products (Witell
and et.al., 2019). The customer services that are given by the company Argos have been hugely
appreciated by the customers where majority of them tend to acknowledge the fact that Argos
tries to address their multiple needs in satisfactory prices and excellent qualities through the
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