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Closeness can show you where your competitors are weak

Great article in the Drum about how Argos’s new advertising has come from getting close to customers. ‘The Christmas Fool’ was engineered to make Argos’ marketing more “emotional” and less “rational” because that’s what’s customers wanted. It focuses on how Argos is different from Amazon offering a much more human touch and a wider range of ways to get products, that for Argos lovers, trumps Amazon’s one day turnaround.

I love the fact that Gary Kibble talks about it being based on customers saying ‘this is what you do for me’’ which enabled them to focus on the insight of customers wanting Argos ‘to move at the speed of their lives’ so customers feel ready to deal with anything.

Here’s hoping that getting closer gives Argos a very happy Christmas!

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