Argos TV, a new initiative from the retail giant, has scooped the
ECMOD Direct Commerce Award for Best New Market Launch at
Enterprise Level.
The awards, which have been actively supporting ecommerce
retailing for more than a decade, honour the very best businesses
in the sector. The judges looked at the entrants’ brand
development, proposition, creative execution, customer
recruitment and retention activity, as well as progress achieved
to date.
Not quite a year old, Argos TV built on the heritage and
infrastructure of the Argos brand to further embrace the
multichannel ethos and create a new route to market. Commenting
on the win, Darren Frost, head of Argos TV, says, “It’s
been a hugely challenging, very fun, but steep learning curve for
us over the past 12 months. We’re really pleased with our
progress but there’s loads more to do.”
Argos launched its TV channel last summer, attracted by the
possibilities of DRTV. Darren Frost told the audience at the
recent TV
Shopping 2012 conference that TV shopping was a
“natural extension” for Argos. It presented the
business with an opportunity to acquire new customers that don’t
necessarily the same demographics as the traditional Argos
shopper.
In addition, footage created for the TV channel can also be used
on the Argos website to add rich content to the site and increase
conversion rates. It also helps Argos demonstrate products and
bring them to life. Further, says Frost, it’s a direct medium to
connect verbally with consumers and drive home the benefits of
shopping with Argos.
The move into TV also affords Argos the edge over its competition
when-and it is a question of when rather than
if, says Frost-connected TVs break into the mainstream.
There is still more work to be done on the channel, Frost adds,
including more live TV. He expects the channel to reach maturity
within two to four years.
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