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Argos takes Christmas catalogue digital

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Argos is taking its familiar Christmas catalogue digital for the first time.

The general retailer has launched what it says is the “first-ever digital gift guide of its kind”.

“Our digital gift guide marks a significant departure from the traditional Argos catalogue and offers online shoppers the opportunity to explore and discover a huge range of gifts in a whole new way that’s never been done before,” said Bertrand Bodson, digital director at Argos.

Shoppers can use the guide, developed in partnership with digital advertising agency Razorfish and to be found at, to find gifts, create their own shopping lists and be inspired by more than 3,500 present ideas. They can search by personality type, by theme, or browse curated categories such as gifts for ‘couch potatoes’ or ‘gifts parents won’t understand’ to find the perfect present. They can also use an interactive gift finder to come up with suggestions.

“Customers using the guide can immerse themselves in a world of gift inspiration using our never-ending screen of ideas,” said Bolotin. “They can build lists for their loved ones and purchase presents in just a few clicks.”

The guide interacts with Facebook and email for social sharing, and has live stock and price feeds enabling shoppers to see if an item is in stock in their local store, and to see all the latest deals.

Bolotin added: “As we all know Christmas can be an expensive time of year so we’ve made sure the guide is automatically updated with our latest offers. No matter whether you are shopping in store or online, you can be safe in the knowledge that you are getting the best price.”

Chris Mellish, chief executive of Razorfish, said the digital advertising agency was excited to play a role in Argos’ digital transformation. “The brief,” he said, “was to create a place online where consumers could not only explore gifts but create their own lists, link with their social platforms and gain inspiration from pre-selected gift categories. We worked closely with Argos to develop a platform tailored to where customers are shopping.

“The interactive Gift Guide brings shopping to life, makes intelligent gift suggestions based upon specific data and will leave shoppers smiling.”

The paper catalogue will still be available in Argos stores, with augmented reality videos, games and competitions powered by Blippar.

Meanwhile the Digital Gift Guide will be supported by an integrated advertising campaign from CHI & Partners which gives customers the opportunity to tweet gift ideas for Santa at #giftforsanta.

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