Following a strong marketing campaign, Argos
has revealed that downloads of its app launched in May have topped 500,000 in just three weeks. iPhone users seem to have taken to the idea of ‘Argosing it’, with more than 40,000 downloads on Saturday 28 May 2010, the day the retailer’s ad campaign broke. The ‘Detector’ campaign introduced the ‘Argos effect’ while dramatising the message that Argos customers can find products quickly and easily with their online stock checker and new iPhone app.
The Argos app has consistently ranked in the top 20 free applications on the iTunes app store. It currently retains the top spot in the lifestyle category for free apps, above high street competitors and etailers, eBay and Amazon. Debuting in the top ten, the Argos App was also recognised in its second week as the number one UK brand in the app store by the BrandRepublic app chart, powered by PositionApp.
Siobhan Fitzpatrick, head of Argos brand marketing, comments: “The iPhone app formed an important strand within the first burst of the new ad campaign to launch 'Find it. Get it. Argos it'. It brings to life how fast and simple we make it for customers to find what they are looking for. Our TV ad and iPhone colour press ad reached out to an audience of over 50 million, with the Argos app reinforcing our position with customers as an innovative and accessible retailer.
“We recorded 170,000 Argos app downloads over the Bank Holiday weekend when the campaign broke, which is testament to the ads engagement and the excellent quality of the app. Since then, we have supported it with a press campaign targeted at iPhone users and continued support on TV, reaching out to an audience of over 50 million. The next phase will see us integrate an online element to the advertising campaign.
“Fusing the app launch with the latest advertising campaign has helped drive the convenience message of Argos multi-channel shopping. Ads placed in the national print media and prominent TV slots – such as Britain's Got Talent Final and the England vs Japan pre-World Cup friendly – within a week of the app launch have ensured high exposure to our new Argos shopping platform.”
The Argos App has successfully demonstrated its appeal as a shopping channel for customers looking to find and purchase seasonal products. The current top performing category is ‘pools and water games’, while camping related products make up seven of the top 25 reserved product ranges. Reservations for mobile phone accessories are also in the top ten, suggesting users are looking to update their smart phones on the go.
The World Cup influence is evident with LCD TV reservations present alongside charcoal BBQ’s, garden furniture and digital camera reservations for customers looking to snap their World Cup parties.