Argos Essay

The aim of this essay is to observe how Argos has adopted the marketing concept, how it continues to appeal to its target market and what are the main factors influencing their customers’ buying-decisions.

Argos is one of the United Kingdom’s leading digital retailers. Its unique model offers customers the ability to select from 35,000 products available for home delivery or “Check & Reserve” for pick-up from one of almost 750 stores across the United Kingdom and Ireland. “Check and Reserve gained immediate adoption with customers. People appreciate the convenience of being able to check before they leave the house and save themselves a wasted journey” says David Tarbuck, head of the multichannel.

The marketing concept states that, in order

Culture is different from one society to another, on the basis of their norms, values, tradition, behaviour, custom and thoughts, which are usually passed from one generation to the next. Beliefs of the people in a community can show similarities. For example, for the Japanese people, number four represents a sign of misfortune, because most products are sold in groups of five leads. Tradition is associated with non-verbal behavior of individuals.

Marketers are always trying to discover “cultural shifts” to discover new products. For example, the cultural shift toward greater concern about health and fitness has created the industry for health and fitness services, sport equipment and clothing, organic food and diets. The shift toward informality has resulted casual clothing and simpler home furnishing.

Sub culture signifies a set of principles shared by a subgroup of the main culture, which include nationalities, religions, racial groups, age groups and geographic regions. Mature consumers are less willing to experience and change the brands. The majority may find “the way of doing things” at Argos more complicated, as they are used to going into a store and picking up a product from a shelf, rather than using their website or catalogue to check for