Argos is hoping to add a new phrase to the language, as it prepares to launch a new advertising campaign promoting the benefits of multichannel shopping.
It hopes the phrase ‘Argosing it’ will come to stand for the way busy people can get their shopping done from their phones, computers, through a catalogue and in-store. Its first TV advert asks: “What if you could apply the speed, ease and multichannel convenience of Argosing it to any situation?”
Siobhan Fitzpatrick, Argos head of brand marketing explains. “In everything we do, we want to emphasise the unique benefits of Argosing it,” she said. “We want all our customers to know that Argos has a number of different ways of making shopping work for them, combining the benefits of the catalogue, the internet and mobile shopping with in-store pickup and home delivery.
“This ad is the first of a series that shows people how ‘Argosing it’ can save them time and effort I getting what they want, when they want it.”
The first TV ad in a campaign that also includes radio, press and online, is Detector, which will be shown on Friday, and dramatizes the way Argos customers can find products quickly through an online stock checker.
Argos customers can check real time stock levels from either their computer or mobile phone – Argos launched its iPhone app last week.
Meanwhile Check and Reserve, accounting for 22% of company sales, allows customers to reserve products online and have them available for collection in their chosen store immediately.