Social Insights: The High Street Revolution Using social data to capture customer feedback has allowed Argos to apply changes to their digital stores and gain insight into public reaction. Customer and Digital Insight Manager James Finch will explain how social intelligence is transforming the high street.

2. Katie Belton
Account Management
Brandwatch
• Works in the Account Management team at
Brandwatch, a social media monitoring
company
• Manages the accounts of our larger clients
who use Brandwatch to monitor and interpret
online conversations around their brands,
competitors and industry
James Finch
Customer and Digital Insight Manager
Argos
• Works for Argos, the UK’s leading digital
retailer
• Manages the company’s social analytics
project to identify and share real time,
actionable customer insight
• Three years working within the B2B sector in
a number of Digital Marketing and CRM roles.
© 2014 Brandwatch | www.brandwatch.com 2

3. Brandwatch /Company Overview
3
137% YOY
Rapidly Growing
Revenue
1000+ Clients
in 15 Markets
Twitter
Certified
Product
94% Customer
Satisfaction
International
Presence
230 Employees
60 Product Developers
7 PhD Staff Members
World Class
Development &
Services Team
Collecting data in
27 Languages
© 2014 Brandwatch.com

4. Brandwatch /Social Analytics Platform
Crawl Store &
• Crawl 70M+ sites
including key
social networks
• 27 languages
Index
• Powerful search
operators
• 20Bn + indexed
URLs
• Years of historical
data
Analyze
• Automated topic &
sentiment analysis
in all 27
languages
• Automate
common tasks
including alerts
• Advanced
analytics modules
Present
• Automatic
categorisation
with rules
• Custom
dashboards
• Reporting &
alerts
Engage
(users)
• Action insight via
integrations
© 2014 Brandwatch | www.brandwatch.com 4

5. Social Insights at Argos
Understanding perceptions towards our Digital Stores

6. Who are we?
• High street retailer in UK and Republic of Ireland
• Formed in 1973 from the Green Shield Stamps initiative
• £3.9bn sales in 2013
• 96% of people in the UK live within 10 miles of a store
• 740+ stores
• The UK’s second most visited retail website
• 19,900 lines in our Spring / Summer catalogue 2013

7. How we use social analytics
• Naturally, we cover the basics:
- Share of Voice against competitors
- Sentiment
- Understanding our author base
• Pre / Post campaign analysis
• Understanding the customer journey
• Competitor reporting
• PR management
• Product launches

8. Our Transformation plan

9. The launch of our Digital Stores
• The first of our Digital Stores opened in December 2013
• 23 stores like this now open across the UK – from Clapham to
Colchester and Liverpool to Dunfermline

10. The launch of our Digital Stores

11. The launch of our Homebase Concessions
• Nine concession stores currently operating in Homebase stores around
the country

12. What social analytics has told us about the stores
• At a topline level, our customers have embraced the new format
• Men have shown higher levels of positivity towards the change
• The impact of the Digitally savvy Londoner
• Our customers love the personal touch
• The pencils, paper slips and catalogues are missed by some
• Ongoing source of customer research (and it costs nothing!)

13. Actionable insights that cross the online / offline divide
“@Argos_Online thank
you so much for
listening!!! I shall definitely
be coming into the store.
#greatcustomerservice
#onehappybunny”

14. What else do our customers tell us?

15. • Further rollout of our Digital Store format
• ‘An Argos within a Homebase’
• Expansion of our eBay Click and Collect initiative
• Rollout of our Hub and Spoke distribution model
• Extension of our product range
…and we will be using social analytics to track each of these every
step of the way
Looking ahead

16. Q&A
© 2014 Brandwatch | www.brandwatch.com 16

17. Contact
17
Email contact@brandwatch.com
Web brandwatch.com
Twitter @brandwatch
Telephone
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 441 59
Fax
UK: +44 (0)1273 234 291
Document Limitation
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
© 2013 Brandwatch | www.brandwatch.com